Jung von Matt Brand Identity for Weltklasse Zurich: "Never Stop Getting Better".

The enhanced appearance is intended to sum up the enthusiasm and emotionality of top sporting performances and improve perception and brand performance.

Founded in 1928, the Weltklasse Zürich international athletics meeting 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 thus pursues the goal of connecting people and promoting an active lifestyle. The promise the organization makes to its audience is summed up in the claim "Never Stop Getting Better.

Bringing "Never Stop Getting Better" to life

To enhance brand performance, Weltklasse Zürich's brand identity was further developed, emotionalized, and the excellence of the brand was elaborated. 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 the Identifier

Alongside 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 at the Letzigrund stadium and is intended to unite history, excellence and colorful diversity that make up the unique success of the Weltklasse Zürich brand.

In its entirety, this has resulted in a powerful corporate design system that is easy to use and creates consistency across all application needs and touchpoints. "Never Stop Getting Better" is thus to be experienced in a concise and inspiring way.