MetaDesign New Zurich: Neon Yellow for the Airport Region
With «New Zurich,» FRZ (Zurich Airport Region) brings together ideas and recommendations for action for one of Europe’s most dynamic economic regions. MetaDesign gives this development strategy a clear visual identity in the Strategy Reader.
MetaDesign New Zurich: Visual Concept for an Economic Region on the Rise
FRZ (Zurich Airport Region) has published «New Zurich,» a development strategy that brings together inspiration, ideas, and concrete recommendations for action for one of Europe’s most dynamic economic regions. MetaDesign New Zurich represents more than just a design project: The Zurich-based brand consultancy gives this ambition a clear visual identity in the strategy reader and ensures its visibility.
The FRZ is the leading network for business, science, and politics in the Zurich Airport region. The organization connects more than 850 companies from 100 cities and municipalities, which together provide more than 200,000 jobs. MetaDesign has been supporting the FRZ with brand management since 2023—currently with the visual concept and design of the strategy reader ’New Zurich.«.
Neon yellow as a signal, blue as an anchor
Written by Thomas Sevcik, Remo Daguati, Rahel Kindermann Leuthard, and numerous guest authors, the «New Zurich» reader is intended to serve as food for thought and an invitation to actively help shape an innovative and visionary economic and living environment. According to the press release, the strategy reader is a powerful tool for the FRZ to bring the «New Zurich» concept—as a space for thought and action—into the public conversation, raise key issues, and foster discourse.
From a design perspective, the striking neon yellow conveys New Zurich’s visionary aspirations to the outside world, while shades of blue are intended to emphasize its roots in the airport region. A conceptual framework positions «New Zurich» as a space that is emerging and whose «moment has arrived right now.» According to MetaDesign, a variety of visual concepts and perspectives express the complexity of «New Zurich» as an economically vibrant urban landscape set amidst nature—where history, innovation, and development converge alongside rural charm, urban character, and international connectivity.
A Shared Space for Thought and Action
Rahel Kindermann Leuthard, Managing Director of FRZ, describes the approach as follows: «»New Zurich’ is a shared space for thought and action that is currently taking shape and requires ongoing dialogue for its development. MetaDesign understood the central role and necessary flexibility of the Strategy Reader as a vehicle for our needs and implemented it in a visually compelling way—from the basic idea to the key areas of economic development.”
Christoph Knecht, COO of MetaDesign Zurich, adds: «»New Zurich’ has been conceived from the outset as an open development process. The strategy reader provides the right framework for this while also setting clear guidelines. We are thrilled to be helping shape this economic and living space together with FRZ from the very beginning, and we look forward to seeing what contribution ‘New Zurich’ will make to the airport region and Switzerland in the medium and long term.”
For more information about the project and the brand consulting firm MetaDesign, visit https://www.metadesign.com available.
Person in charge at FRZ Zurich Airport Region: Rahel Kindermann Leuthard, Managing Director. Contact at MetaDesign: Christoph Knecht, COO of MetaDesign Zurich. Authors of the Strategy Reader: Thomas Sevcik, Remo Daguati, Rahel Kindermann Leuthard, and numerous guest authors.
