Designing the Future of City Tourism: Studio Marcus Kraft’s Identity for the ‘Zürich Experience’ Congress
Zurich, consistently recognized for its exceptional quality of life, is a magnet for residents and a burgeoning destination for global tourists. As visitor numbers continue to climb, a broader discourse on the sustainability of tourism and its impact on urban life is urgently needed. The newly launched Zürich Experience event initiated by Zurich Tourism aims to address these challenges through meaningful dialogue and collaboration among tourism stakeholders. At the heart of this event is the striking visual identity created by Studio Marcus Kraft, which marries tradition and innovation in a design that celebrates Zurich’s heritage and looks to its future.
The Significance of Design in City Branding
Studio Marcus Kraft, renowned for its thoughtful and award-winning design, has once again demonstrated its prowess in creating a cohesive identity for an event of international significance. The visual language developed for the ‘Zürich Experience’ takes inspiration from the city’s most iconic symbol: the Zurich flag. The design features a radiant circular signet, constructed from eight triangles in the distinctive “Zurich blue” color. This dynamic yet simple motif encapsulates both Zurich’s past and its progressive aspirations, standing as a modern interpretation of the city’s identity.
The genius of this symbol lies in its versatility. Beyond being a static logo, it can expand and transform into a pattern, lending itself seamlessly to various media formats. This adaptive quality was showcased in the numerous motion graphics and animations displayed throughout the event, demonstrating the contemporary fluidity of Zurich’s evolving tourism landscape. Studio Marcus Kraft’s decision to extend the visual identity across both print and digital media ensured a unified and polished presence for the event, from invitations to large-scale digital installations.
Continuity and Evolution in Zurich’s Branding
What makes the design for ‘Zürich Experience’ particularly commendable is its seamless integration into the pre-existing visual identity of Zurich Tourism. The studio had previously developed Zurich Tourism’s corporate identity in 2017, and this latest project builds on that foundation. The use of the same corporate typeface established in 2017, alongside the new emblem inspired by the Zurich flag, exemplifies a sophisticated continuity that strengthens Zurich’s overall branding.
Marcus Kraft, the creative mind behind the project, explains: “Using the Zurich flag as the basis for the new logo is a logical continuation of quoting existing elements in the city.” This statement reflects the studio’s strategy of respecting Zurich’s established symbols while subtly reinventing them for a modern audience. By maintaining key visual elements and introducing new, flexible design approaches, Studio Marcus Kraft has crafted a look that resonates with both tradition and innovation.
A Design That Enhances the ‘Zürich Experience’
The first iteration of the ‘Zürich Experience’ event took place at the Circle congress center in Zurich Airport in late August 2023, with an impressive turnout of 350 participants. The event’s visual identity, underpinned by the fresh design from Studio Marcus Kraft, played a crucial role in setting the tone for discussions on the future of tourism in Zurich. The versatility of the new signet was prominently featured across different event materials and platforms, adding a cohesive aesthetic that bridged the physical and digital spaces. Attendees were not only immersed in thought-provoking keynotes and breakout sessions but were also surrounded by an atmosphere shaped by this elegant and forward-thinking design.
Moreover, the flexibility of the signet as a pattern—an innovation Studio Marcus Kraft incorporated into the design—allowed for a richer, more immersive visual experience. This modular approach will likely continue to serve future iterations of the event, as the next ‘Zürich Experience’ is already scheduled for 2025.
A Holistic Approach to Tourism Design
Design, especially when executed with such precision and thoughtfulness, has the power to shape perceptions and experiences. In the case of the ‘Zürich Experience,’ Studio Marcus Kraft’s identity goes beyond mere aesthetics. It serves as a tool for communication, conveying Zurich’s commitment to sustainable and quality tourism. By drawing from the Zurich flag, the design grounds the event in local culture while signaling openness to global ideas and collaboration.
This design approach aligns with the broader mission of Zurich Tourism, which seeks to establish Zurich not only as a leading tourist destination but also as a city where tourism enhances, rather than diminishes, the quality of life for residents. In this regard, the visual identity for the ‘Zürich Experience’ can be seen as both a celebration of Zurich’s past and a beacon for its future.
Studio Marcus Kraft has crafted an exemplary visual identity for the ‘Zürich Experience,’ one that reflects both Zurich’s rich heritage and its innovative spirit. By building on the pre-existing branding of Zurich Tourism and introducing a flexible, expandable design, the studio has ensured that the event’s identity will remain relevant and adaptable for years to come. As the ‘Zürich Experience’ continues to evolve, the design will undoubtedly play a key role in shaping how Zurich is perceived by both residents and visitors alike—serving as a testament to the power of thoughtful, strategic design in the tourism sector.
All images © by Studio Marcus Kraft. Feel free to find other inspiring work in the Graphic Design and Branding categories on WE AND THE COLOR.
