Most metropolis passes appear like one thing you’d shove in your pockets and neglect about. The Zurich Card simply bought the other remedy—because of Studio Marcus Kraft, it now appears to be like like a chunk of design you truly need to exhibit.

The redesign is constructed round a stylised card form, and it’s surprisingly versatile. On one poster it frames a moody photograph, on one other it morphs right into a mosaic of vivid squares, and on-line it flexes into animations. 

It’s not only a emblem—it’s a design system with Swiss-level precision. Suppose grid logic meets emotional storytelling.

And sure, the typography is strictly what you’d hope for from Zurich. Clear, no-nonsense, and really a lot consistent with the Swiss Worldwide Fashion—however with simply sufficient persona to maintain it from wanting like Helvetica’s smart cousin.

The sort works laborious, the format feels modular, and all the things connects again to Zurich Tourism’s broader identification system (additionally created by the identical studio, again in 2017).

The visuals have rolled out in all places: tram wraps, big posters, social feeds, digital screens, video clips, even the Zurich Metropolis Information app. It’s cohesive with out being boring—which is sort of the holy grail of tourism branding.

And right here’s the kicker: the Zurich Card itself simply leveled up. Alongside free transport and reductions, it now gives free admission to nearly each museum in Zurich. Pair that with the brand new design and out of the blue the cardboard feels much less like a ticket and extra like a cultural invitation.

“The brand new design creates a visible stage to showcase the quite a few advantages of the Zürich Card in an much more emotional and versatile means: from free admission to museums and free journey on public transport to reductions on excursions and experiences,” says Janine Rupf, Head of Advertising and marketing at Zurich Tourism.

In true Swiss trend, the entire thing is neat, rational, and ridiculously properly put collectively—but it surely additionally has heat and suppleness. It’s proof that even one thing as mundane as a metropolis go can double as a design object.

See the total announcement from Studio Markus Kraft right here

Alex Harper is an online designer and UX specialist with 8+ years of expertise creating intuitive, user-friendly digital experiences. Identified for mixing creativity with performance, Alex helps manufacturers flip concepts into seamless designs that interact and encourage.