To enter this new world, the Swarovski swan has turned to face customers, symbolizing the brand's new direction of "head on, ready to go". Evolved from recent iterations, it features a streamlined form – with an elongated neck and carefully positioned positioning to reinforce the brand’s forward momentum. Symbolically, the swan represents the beauty of nature and eternal love, and Swarovski's love of crystal reflects this sentiment. Adapting while staying true to its iconic logo, Swarovski reinforces its pride in its heritage as well as its vision for the future.