Most city passes look like something that you would put in your wallet and forget it. The Zurich card I just received the opposite treatment – thanks Studio Marcus KraftIt now looks like a piece of design that you actually want to show.
The redesign is built around one stylized cardAnd it is surprisingly versatile. On one poster it frames a moody photo, on another it turns into a mosaic of clear squares, and online bends into animations.
It is not only a logo-it is a design system with precision at Swiss level. Think of the grid logic meets emotional stories.
And yes, the typography is exactly what you would hope for from Zurich. Clean, no-nonsense and very much in line with the Swiss international style– But with just enough personality to prevent it from looking like Helvetics’s wise cousin.
The type works hard, the layout feels modular and everything connects back to the wider identity system of Zurich Tourism (also made by the same studio, in 2017).
The visuals have been rolled out everywhere: Tram wraps, gigantic posters, social feeds, digital screens, video clips, even the Zurich City Guide app. It is coherent without being boring – which is a kind of the holy grail of tourist surf.
And here is the kicker: the Zurich card itself has just been leveled. In addition to free transport and discounts, it now offers Free access to almost every museum in Zurich. Combine that with the new design and suddenly the card feels less like a card and more as a cultural invitation.
“The new design creates a visual stage to show the many benefits of the Zurich card in an still emotional and flexible way: from free access to museums and free travel on public transport to discounts on tours and experiences,” “ Says Janine Rupf, head of marketing in the tourism of Zurich.
The whole thing is in a real Swiss way neat, rational and ridiculously well put together– But it also has heat and flexibility. It is proof that even something as everyday as a city pass can double as a design object.
See the full announcement of Studio Markus Kraft here
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