A fresh look for a expanding range of benefits: Zurich Tourism presents a revamped look for the Zürich Card. Created by Studio Marcus Kraft, the rebranding cleverly combines a stylised card shape with an emotional imagery, making the advantages of the card even more visible.

The Zürich Card, the official city pass from Zurich Tourism for visitors and locals, has had a new, fresh look since this summer. The offer is constantly being expanded and, for example, now includes free admission to almost all Zurich museums. The Zürich design studio Marcus Kraft is responsible for the rebranding.

In addition to a typographic solution derived directly from the Zurich Tourism identity, an emotional image layer complements the visual concept. At the heart of this expansion is a stylised card shape that can be used flexibly: it frames image content, highlights it in a targeted manner or forms a grid or mosaic that can be filled with a variety of image motifs and text elements.

The rebranding was implemented across various channels before the summer holidays: from posters, tram advertising and digital screens to the website and social media channels, video clips, web banners and the Zurich City Guide app. The visual redesign ensures a consistent, recognisable appearance across all media.

With its new look, the Zürich Card is now an even more attractive companion for anyone who wants to discover and experience Zurich.

The entire visual identity of Zurich Tourism was developed in 2017, also by Studio Marcus Kraft, and features an impressive flexible logo system based on the expandable wordmark ‘Zürich, Switzerland.’