Baboo is committed to keeping the aura of likeability it has earned thanks to its operations and service. The new image it has adopted seeks to express this perception.
The branding development was entrusted to Interbrand, a leading brand agency that conceived and finalized the new Baboo identity.
Many have asked where the company name originated. The answer is that it came from Baboo founder Julian Cook, who wished to pay tribute to his Indian roots. Baboo means “patriarch” or “head of family” in India. It symbolises fundamental values like respect, family and stability. These are precisely the values to be found in the mission and philosophy guiding Baboo since its beginnings.
Baboo is proud of being a Swiss company. The Swiss flag is a central element of the brand and is directly integrated into the logo. Clearly distinctive from that of other brands, the logo can be placed vertically or horizontally as desired.
In addition to the logo, a motif entitled “Baboo Spirit” was created by artist Hanna Werning. A close look at it reveals various elements symbolising the dynamic, welcoming and distinctive side of the company. These figures are inspired by the fauna and flora of the Alps and untamed nature, and like the logo they recall the Swiss foundations of Baboo.
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The font also contributes to the Baboo character and adds warmth and personality to the brand. Original and easy to read, it confers another element of distinction to the company image.
