Cartoon of Freddy Krueger-style stick figure with Swiss Army knives in red handles for claws — representing a blog post about the Swiss Army red color mark non-traditional trademark.

Trademark: Swiss Army Red

First Used: December 1897

First Registered: December 2008

Current Owner: VICTORINOX AG (Swiss Army Brand) [1]

Trademark Type: non-traditional trademark; trade dress; color mark

Primarily Associated With: multifunction pocket knives

Brief (and likely incomplete) History [2]:

When you think of multi-function pocket knives, your mind may jump to three things: (1) the Swiss Army® brand; (2) the Swiss Army Logo; and (3) the color red. The color red as applied to pocketknives is a registered trademark owned by VICTORINOX AG (Swiss Army Brand).

The Swiss Army Red color mark associated with Swiss Army® pocketknives has a deep-rooted history tied to the knives' origins and the Swiss national identity. When Karl Elsener began producing knives for the Swiss Army in the late 19th century, he designed them to be functional, durable, and easily recognizable. The choice of red as the predominant color for the pocketknives was likely influenced by the Swiss national flag, which features a white cross on a red background, symbolizing the country's neutrality and unity. The red handles also made the knives easily identifiable, even in outdoor or rugged conditions, enhancing their practical value for soldiers and civilians alike.

Over time, the Swiss Army Red color mark became iconic and closely linked to the Swiss Army knife brand. As the knives gained international popularity, the distinctive red handle served as a visual cue for the craftsmanship and reliability of the Swiss Army® brand. Today, the red-colored pocketknives are instantly recognizable, regardless of whether you are a NASA astronaut or a knife enthusiast like Freddy Krueger.

Interested in knives? Check out one of our other posts on the unique Gerber Gator Knife texture trademark.