Why does Swarovski have a swan logo?
Like precious minerals, non-precious but unique Swarovski crystals shine, which became a revolutionary invention for the fashion world and glorified their creators for centuries. Whatever you name your company and what kind of identity you crown it with, that’s how it will “float” on the waves of turbulent decades. Representatives of the “shining brand” Swarovski understood this very well and approached the creation of their logos with special trepidation. Each of them contains a deep meaning, the essence of the company’s activities on one or another part of a long, dazzling path. Advertising – Continued below Swarovski has really come a long way. 2021 is the year of the brand’s grand anniversary, the 125th anniversary of its founding.
Let the founder of the company – Daniel Swarovski
Austrian engineer Daniel Swarovski was born in the mountain village of Georgienthal in the north of mountainous Bohemia – the birthplace of the famous Bohemian glass. Scientists claim that glassblowing skills appeared there back in the 9th century. Many dynasties of glassmakers lived in this area. The secret of glass melting was passed down from father to son. And these families actively developed glassmaking and spread it throughout Europe. Daniel’s father also worked in the glass industry, but his success was very modest. In 1880, the father sent his son to study in Paris, where in 1891 Daniel designed the world’s first electric grinding machine. The device made it possible to process crystal in quantities inaccessible to manual processing, and made it possible for crystals from this material to compete with precious stones. Advertising – Continued below
The secret to a brilliant business
In 1895, Daniel founded the Swarovski company in the Austrian village of Wattens, where he built a hydroelectric power station on a mountain river, which made it possible to provide his plant with inexpensive and autonomous electricity (in his homeland it was very expensive). He did not return to his native place due to uncertainty that he could surpass the glassmakers of Bohemia in skill. In 1911, the main component of the success of the Swarovski business was created – the formula for the composition of the initial mixtures necessary to produce crystal with incomparable transparency and brilliance. This technology is not subject to disclosure today. Only a few of its nuances are known. For example, Swarovski crystals are made from optical crystal containing a high percentage of lead oxide, which gives the stones a unique transparency. And the effect of incredible shine is achieved by polishing each face of the stone and applying a special coating to it. Read more:
Mountain of crystals at Swarovski theme park Advertising – Continued below 
In the 18th century, Georg Strass, a French jeweler and glassmaker, created a unique material – lead crystal. It formed the basis for the production of “rhinestones”, which imitated natural diamonds in jewelry. Daniel Swarovski made crystals independent elements not only of jewelry, but also of clothing, shoes and accessories, and they became part of big fashion, shining trends that have been at the peak of popularity for more than a century.
Truly a family business
Having passed away, Daniel Swarovski left a thriving business to a large family that was able to raise it to a new level. Daniel’s assistants during his lifetime and subsequently were three sons – Wilhelm, Friedrich and Alfred. Swarovski’s grandchildren continued to expand the areas of application of branded crystals. Thus, Manfred Swarovski developed the famous Aurora Borealis coating, which gives crystals a rainbow shine. Collectible souvenirs under the Sylver Crystal brand also brought great success to the modernized company. In 2002, the heirs of the empire launched the Swarovski project – Crystal Palace, the idea of which was to attract talented designers to create jewelry with Swarovski crystals and provide them with absolute freedom of creativity. In 2009, Swarovski’s first watch collection, Avant Time, was launched. Advertising – Continued below Swarovski is now run by the fifth generation of family members. For a long time, the creative director of the brand was Nadia Swarovski, the great-great-granddaughter of the company’s founder. Now the company is headed by Daniel Swarovski’s great-great-grandson, Robert Buchbauer.
About the edelweiss flower – the first emblem of the company
For thousands of years, edelweiss has symbolized glory at its very zenith. The scientific Latin name for the flower is Leontopodium, from the Greek, “lion” and “foot”, as the appearance of the inflorescence of this plant resembles a lion’s paw. It is believed that only the hand of a strong person, capable of reaching unreal mountain heights, can pick edelweiss. Another name for the flower is Alpine star, which edelweiss received because the rocks on which it grows seem strewn with silver stars. The edelweiss flower became the first official Swarovski logo since 1899 as a reflection of the company’s Austrian origins, the purity of its thoughts and the quality of its products. Advertising – Continued below
Swan as a symbol of a thriving brand
The swan became the symbol and mascot of the Swarovski brand only in 1989, 33 years after the death of its creator, becoming a link between the past and present of the company. In both visual design and message, it was significantly different from its contemporary portrayal. The swan logo, created in 1989, reflected the path that the company had taken in its development: from a small factory producing costume jewelry to an industrial giant that conquered the world. The graceful bird seemed to be created from air, saturated with a deep, pure shine, which the descendants of Daniel Swarovski continued to give to people.
Swarovski today
Swarovski is the largest Austrian company specializing in the production of loose crystals, jewelry, crystal figurines, cutting of synthetic and natural gemstones, as well as optical equipment and finished lighting products. Advertising – Continued below For the big anniversary, the brand presented to the public a new philosophy and visual concept of the company. Thus, Swarovski’s new slogan in 2021 is “illuminate your dreams.” And the updated logo is a crystal swan framed in an octagonal crystal, ready to spread its wings and take off. Read more:
Jeweled Garden – the first jewelry collection from Atelier Swarovski “The New Swan emerges from within a crystal octagon, symbolizing the talent of our craftsmen and the mystical power of new beginnings,” the brand notes. “The bold evolution of the iconic emblem celebrates both our unrivaled heritage and our exciting vision for the future.” Today, Swarovski produces 80% of the world’s total volume of rhinestone crystals, which are used in the manufacture of high-quality jewelry. The company has subsidiaries and trading companies in 31 countries. Descendants helped the business of their father, grandfather, and great-grandfather-founder remain at the pinnacle of success. However, none of this would have happened without the first steps in Swarovski’s sparkling business with the beautiful edelweiss mountain flower on the company logo. Subscribe to Jewelery Mag on Telegram and VK to be the first to know about new publications. Inspiring routes, unusual recipes, reviews of devices, sports news, make-up tutorials, analysis of scientific theories, recommendations for choosing a car, reviews of exhibitions – in Zen you can write texts and shoot videos on any topic! And smart algorithms will always help you find an audience that will be interested. Join the Zen writing community and unleash your creative potential to the fullest. Create a channel 
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