Swiss design for SwissID

Scholtysik & Partner created a visual identity for the Swiss digital identity. At the core it is clear, contemporary Swiss graphic design and accessible interface design. The symbol is a Swiss cross made of dots on a button-like red square with slightly rounded corners. It can be used as login-button. Colors are mainly red and white with black and grey tones for contrast. This supports good accessibility and legibility in screen-design. The application on mobile devices was the starting point of the design development.

The custom-made wordmark reflects modern classics of Swiss type design: Adrian Frutiger’s Avenir and the more recent Circular of Laurenz Brunner. The design conveys Swiss strengths such as simplicity, reliability and security. The latter characteristics differentiate SwissID from social-logins via Google or Facebook. Fabian Sander, responsible at Scholtysik & Partner: “We co-created a part of Swiss identity. SwissID will become part of our everyday-life in the near future just like banknotes, id cards or driving licences today. We are proud of our contribution. This project reaffirms our focus on branding in the digital transformation.”

More than half a million users already

More than half a million users already have got their own SwissID. Another 250 000 users are expected to join before end of year. In addition to important Swiss companies, the state authorities of several Swiss cantons prepare the introduction of SwissID: in the cantons of Aargau, Bern, Grisons and Lucerne. The field of application will exceed e-business to include e-governent and e-health. That is the goal of the broad SwissID consortium: state-owned companies, banks, insurance and health insurance companies: Swiss Post, Swiss Federal Railways (SBB), Swisscom, Banque Cantonale de Genève, Credit Suisse, Entris Banking, Raiffeisen, Six Group, UBS, Zürcher Kantonalbank, Axa, Baloise, Helvetia, Mobiliar, Swiss Life, Vaudoise, Zurich, CSS, and SWICA.