zürich experience – summit for urban tourism
zurich is regularly awarded top positions in numerous rankings on quality of life. the city and the greater zurich area are also attracting more and more tourists. the new congress – initiated by zurich tourism as part of destination development – addresses the opportunities and challenges and promotes dialogue about the future of city tourism.
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the design for the event is based on the corporate identity of zurich tourism, which was also developed by studio marcus kraft in 2017. for example, the corporate typeface created at that time is also being used. a new signet inspired by the flag of the city and the canton was developed: eight triangles in ‘zurich blue’ form a radiant, round, graphic symbol.
a special feature of the new signet is that it is expandable and can also be used as a pattern – this was particularly impressively shown in the numerous moving image sequences throughout the event. the new visual identity was implemented across all media in a variety of print and digital media.
project details
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zürich experience is a summit on urban tourism initiated by zurich tourism as part of its destination development strategy. as zurich and the surrounding region attract increasing numbers of visitors, the event creates a platform for discussing the opportunities and challenges of city tourism and encouraging dialogue about its future.
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the event identity builds on the corporate identity for zurich tourism, developed by studio marcus kraft in 2017. to give the summit its own distinctive presence while maintaining a clear connection to the destination brand, a new signet was created using the flag of the city and canton of zurich as its inspiration.
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the signet consists of eight triangles in zurich blue, arranged in a radiant, circular symbol. its modular construction allows it to expand and transform into a graphic pattern, creating a flexible visual language that works across both static and moving formats.
the corporate typeface developed for zurich tourism is carried through into the event identity, connecting the summit to the wider brand system.
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the identity was applied across a range of print and digital media. animation and sound played a central role in bringing the expandable signet to life, with moving-image sequences creating a dynamic and coherent visual experience throughout the event.
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client: zurich tourism
project: zürich experience — summit for urban tourism
year: 2024
services: concept development, art direction, event identity, graphic design, animation and sound design -
concept, art direction, design, animation, sound: studio marcus kraft
responsible at zurich tourism: thomas wüthrich (director), janine rupf (head of marketing), anita lutz (manager branding & production), tanja cvetko (project manager partner & events), kathrin pfäffli (lead partner & events)