Studio Marcus Kraft gives the Zürich Card a new look
Since the summer of 2025, the Zurich Card has featured a fresh, more emotive design developed by Studio Marcus Kraft.
Zürich Tourism has unveiled the rebranding of the official city map. The new visual concept combines a stylized card shape with an emotional image layer. The advantages of the Zürich Card - such as free admission to almost all Zurich museums, free use of public transport and discounts on tours and experiences - are thus clearly emphasized and communicated in an inspiring way.
Head of Marketing Janine Rupf emphasizes: "The new design creates a visual stage to showcase the numerous benefits of the Zürich Card in an even more emotional and flexible way." The design was rolled out widely before the summer vacations: from posters and streetcar advertisements to digital media, video clips and the Zürich City Guide app. The visual identity ensures a consistent, recognizable presence across all channels.
Design philosophy of Studio Marcus Kraft
Zurich-based studio Marcus Kraft, known for well thought-out design concepts and high quality, developed the visual identity. Creative Director Marcus Kraft explains: "Our aim was to communicate the Zürich Card in a way that was not only informative but also inspiring - and to show the diversity of the city in a concise visual language."
The stylized card shape can be used flexibly: it frames image content, highlights it or forms mosaics from different motifs and text elements. The result is a modern, lively brand image that appeals to guests and locals alike.
The Zürich Card offer is also growing steadily. Since 2025, almost all of the city's museums have been included in the price. The entire design is based on Zürich Tourism's flexible logo system, which has been in place since 2017.
