Brand Lebanon

Switzerland just unveiled a new generation passport, and the reaction went far beyond design circles or government offices. It became an international sensation, a viral case study in how something as functional as a passport can become a national brand ambassador, a work of art, and a global PR success.

The passport’s design, infused with 3D cartographic visuals, Swiss waterways, UV-revealed landmarks, and poetic symbolism, elevated it to something cultural, emotional, and proudly Swiss. It wasn’t just about crossing borders, it was about telling a story, creating connection, and reaffirming national identity.

That moment should be a wake-up call for Lebanon. If a passport can generate global admiration for a country already admired, imagine what it could do for a country like ours, hungry to rebrand, rebuild, and be respected again.

It’s time we reimagine the Lebanese passport, not just for security, but for identity, design, dignity, and pride.

The Lebanese Passport Today: A Faded Symbol of a Great Nation

Ranked among the least powerful passports globally, allowing visa-free access to just 41 countries.

Outdated design with minimal visual representation of Lebanon’s rich culture, geography, or history.

Perceived internationally as a high-risk travel document, often met with suspicion at borders.

Internally, many Lebanese feel disconnected from their passport, viewing it more as a burden than a badge of belonging.

This is not just a diplomatic or administrative issue, it’s a branding crisis.

Security & Technology: A Modern Passport is a Safer Nation

Globally, countries are investing in state-of-the-art biometric passports that are not only counterfeit-proof but also digitally integrated with border control and identity systems.

Biometric data, including facial recognition and fingerprint scans.

Embedded security chips with encrypted personal information.

Anti-counterfeit features like UV elements, holograms, microprinting, and ghost images.

E-passport compatibility with international e-gates and smart borders

Global Leaders in Passport Technology:

• Switzerland – A pioneer in security and design 
• Japan, Combines technology with minimalism and strong symbolism
• Finland, Famous for the reindeer animation that appears when you flip the pages
• Norway, A passport that under UV light reveals the Northern Lights

Lebanon must catch up, not just for convenience, but for national credibility and citizen protection.

Design & Identity: What We Can Learn from the Swiss Passport

Switzerland just unveiled one of the most beautifully conceptualized passports in the world, designed by RETINAA Studio.

Why It’s Brilliant:

• It’s not just a passport, it’s a visual journey across Swiss landscapes, water systems, and architectural landmarks.
• Pages reveal 3D cartographic elements under UV light, connecting users with national geography and heritage.
• It balances state-of-the-art security with deep cultural meaning.

As RETINAA put it:

“The Swiss passport is more than a formal administrative document. It is the expression of Helvetic identity and a brand ambassador for Switzerland abroad.”

And That’s Exactly What Lebanon Needs.

What if our passport could showcase:

Baalbek, the Cedars, the Qadisha Valley?

The Mediterranean coastlines, traditional villages, and Beirut’s iconic skyline?

Lebanese poetry, calligraphy, and symbols of coexistence?

A passport designed this way wouldn’t just hold visas—it would hold meaning.

Strategic Impact: Why Lebanon Must Modernize Its Passport

1. National Branding

A redesigned passport becomes a powerful statement about our identity. It tells the world that Lebanon is back, modern, secure, and proud.

2. Global Perception & Soft Power

A beautiful, high-tech passport makes border officers pause, not out of suspicion, but admiration. It helps reposition Lebanon as a serious nation in global systems.

3. Citizen Pride

Young Lebanese abroad, students, expats, and travelers would feel proud to show their passport, it becomes a symbol of belonging, not frustration.

4. Tourism & Diplomacy

A passport redesign campaign could be part of a broader “Brand Lebanon” initiative to attract tourists, investors, and diaspora engagement.

What Lebanon’s New Passport Should Include

1. Security Features

• Biometric chip
• UV-revealed heritage maps and designs
• Anti-fraud watermarking and microprinting
• Encrypted data compatible with international smart gates
• Visual & Emotional Features

• Pages depicting Lebanon’s cultural and natural landscapes
• Quotes from Gibran Khalil Gibran, Said Akl, Nadia Tueni
• Water as a symbol: The Mediterranean Sea, rivers, and springs that shaped our geography
• Calligraphy, Phoenician symbols, and architectural motifs
• Technology Integration

• NFC and QR code for real-time updates or renewal tracking
• Smart passport app connected to diaspora networks, consulates, and embassies

How to Fund & Launch It

• Partner with global security printing companies like Thales or IDEMIA
• Fund partially via diaspora crowdfunding campaigns and CSR donations
• Involve Lebanese designers, poets, and artists in the creative process
• Launch it as part of a national rebranding campaign, alongside digital IDs and e-government services

Final Thought: The Lebanese Passport Should Inspire, Not Embarrass

It’s time to stop seeing the passport as just a document, and start seeing it as a national artifact, a design of pride, and a security tool that speaks for our country abroad.

To the Ministries of Interior, Foreign Affairs, and Culture: Lebanon deserves a passport that we are proud to carry, not one we hide in shame. Let’s give the Lebanese people a symbol worthy of their spirit.