20 Minuten Unveils Dynamic New Digital-First Brand by Prophet

SAN FRANCISCO – Prophet, the uncommon growth company, announced that it has supported Swiss news ​company​ 20 Minuten in developing and launching a bold new brand strategy, visual identity and digital format. 

20 Minuten is one of Switzerland’s most widely read media platforms. The new identity signals 20 Minuten’s transformation from a commuter newspaper to a dynamic, digital news source. It was unveiled and launched at a ​client​ and press reception in Zurich on October 2, 2025. 

The new format addresses a gap in the Swiss media landscape, appealing to a younger demographic by seamlessly combining credible journalism and engaging content in one service. The new platform covers a full spectrum of news, from politics to sport, entertainment, and lifestyle. 

A significant part of this project was refreshing 20 Minuten’s visual identity, reimagining the brand’s iconic blue tile that was originally part of its logo. This now acts as a flexible design system capable of showcasing multiple stories, moods, and messages at once. Prophet’s visual system allows the brand to better reflect the breadth of content that 20 Minuten delivers daily, while retaining clarity and accessibility. 

The new identity is being rolled out across ​​digital product platforms, ​​digital-out-of-home (DOOH)​​, as well as a new campaign​​. It represents a confident next chapter for a brand that continues to resonate with its audiences across all touchpoints.  

Cyrill Blaser, Associate Partner at Prophet, said, “This is a pivotal moment for 20 Minuten as it steps into a digital-only era. With clarity and ambition, the team has set a clear course for the future —resulting in a sharper, fresher brand to lead the next chapter of Swiss media.” 

Victoria Rispy, Head of Marketing at 20 Minuten, said, “​​​​Central to our new identity is a promise to Switzerland: we’re delivering your perfect content mix, blending trusted journalism and stories that inform, entertain and inspire.” 

About the 20 Minuten Group 

20 Minuten was launched at the end of 1999 as a commuter newspaper aimed at a young, urban audience. It quickly developed into the leading digital media brand in German-speaking Switzerland, French-speaking Switzerland and Ticino. 

20 Minuten produces journalism that brings people together and offers — all in one compact platform — the perfect mix of content covering everything that moves, affects and enriches people in Switzerland. 

20 Minuten provides news from Switzerland and around the world, along with sports, entertainment, and inspiration, as well as an actively used community section. The journalism of 20 Minuten is reliable, concise, responsible and balanced, enabling readers to form their own opinions. 

The 20 Minuten Group is part of the TX Group and includes the news media brands 20 Minuten, 20 Minutes, 20 Minuti/tio.ch and lematin.ch, as well as the digital radio GOAT Radio and a stake in L’essentiel in Luxembourg. www.20minuten.ch 

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