Jung von Matt Brand Identity for Weltklasse Zurich: "Never Stop Getting Better".
Jung von Matt Brand Identity has developed a new corporate design for Weltklasse Zürich.
The further developed appearance is intended to summarize the enthusiasm and emotionality of top sporting performance and improve perception and brand performance.
Founded in 1928, the international athletics meeting Weltklasse Zürich is one of the most renowned athletics events and brings the world's best athletes to Zurich every year. In addition, the Weltklasse Zürich organization uses its organizational and event expertise to realize a wide range of offers in competitive and popular sports - such as the UBS Kids Cup. Weltklasse Zürich's aim is to bring people together and promote an active lifestyle. The promise that the organization makes to its audience is summed up in the claim "Never Stop Getting Better".
Bringing "Never Stop Getting Better" to life
In order to increase brand performance, the brand identity of Weltklasse Zürich was further developed, emotionalized and the excellence of the brand was highlighted. The "Never Stop Getting Better" attitude and the associated dynamism now run consistently through the entire brand identity, from the layout to the motion behavior. The focus is on top sporting performances and the associated emotions of the athletes as well as the enthusiasm of the spectators. The iconic logo was optimized for digital use, the color palette was refreshed and the entire design system and its existing brand elements were optimized for efficiency and impact in all channels.
"The Shape" becomes an identifier
In addition to the logo, a striking elliptical shape called "The Shape" becomes an identity element and ensures visibility and high recognition. "The Shape" is inspired by the characteristic shape of the athletics track and the unique atmosphere of the Letzigrund stadium and is intended to unite the history, excellence and colorful diversity that make up the unique success of the Weltklasse Zürich brand.
The result is a powerful corporate design system that is easy to use and creates consistency across all application requirements and contact points. "Never Stop Getting Better" should thus be experienced in a concise and inspiring way.
