Wouldn it be simpler to create a single logo of Swiss origin which Swiss producers and service providers could use once they obtained federal approval?
Abolishing the federal law on the protection of coats of arms and other public insignia would make it possible to register a guarantee trademark incorporating the Swiss cross (also for merchandise). This solution assumes, however, that the private sector makes a big committment to defining the conditions for using such a mark (extension of the regulations). Otherwise the various conflicts of interest would demonstrate precisely that no consensus exists in the private sector (some parties want very strict standards, other prefer more flexible ones), and a guarantee mark would become the property of its partisians and adversaries.
