2026 IIHF Ice Hockey World Championship 
Fribourg is a land of values. Where its creativity and ambition open up horizons, its values function as anchors. They are the guarantors of the unity of an ambitious and creative canton, but always keeping its feet on the ground.
From gastronomy to economy, tourism, culture and sport, the slogan “Fribourg, Land of values” encompasses all its facets. Visually, it is embodied in the I and B of the name “Fribourg”: the hyphen recalls the bridge between the French- and German-speaking cultures, the balance and the land; the heart reflects belonging, pleasure and common values.
Launched by the Fribourgissima association, the new territorial brand of the canton of Fribourg reiterates the desire to unite the strengths of its 14 partners under a single banner. The communication campaign linked to this new brand aims to highlight the specificities of the canton, in order to promote its image at national and international level.
The “Fribourg” brand is used in all communications and tourism campaigns carried out by the Fribourg Tourist Board (Union fribourgeoise du Tourisme). Terroir Fribourg also uses the new visual for its “Fribourg – regio.garantie” label. Other partners, such as the Development Agency (FDA), use the “Fribourg” brand in their various communications.
