The emblem

The bridge has symbolised Migros ever since Migros was founded by Gottlieb Duttweiler. It has appeared on all Migros packaging and most Migros publications for some 75 years. “The first package of goods Migros sold, the first advertisement, the first Migros flyer all carried the image of the bridge. It was more than an emblem; it is the symbol of an idea for which we have unreservedly stood from the very first moment up until today, and will do so in to the future. Migros – the bridge between manufacturer and consumer. That is what we want to be.” These notable words from Migros founder Gottlieb Duttweiler appear in the autumn of 1927 in the first edition of MIGROS – DIE BRÜCKE, the intermittently published first newspaper from Migros AG. It is not surprising that it becomes known to friends and enemies alike as the ‘Brückenbauer’.

The Migros logo shows Duttweiler’s communications talent, as it represents the basic ideas behind the company, and is also simple to understand and easily remembered. It is used from the very first day: on the doors of the sales vans, on the first flyer, on all packaging. Even the soap, which is sold unwrapped, is stamped with the bridge. Over time, the bridge is used in various ways and undergoes some changes, and by the new century its days are numbered. With the Brückenbauer relaunched as Migros Magazine and Migros’ visual presence updated by corporate identity specialists, the Migros bridge is now just history.