Swift

Visual Identity

TfWM

Swift is the West Midlands’ smart travel card system, managed by Transport for West Midlands (TfWM). It allows seamless travel across buses, trains, and trams, with over 200,000 regular users making around 42 million journeys annually. As the largest smartcard system outside London, Swift offers Pay As You Go, season tickets, and multi-day options for flexible travel.

Brief:

Design a new logo and design system that can be rolled out seamlessly across multiple channels considering the growth of digital products.

Solution:

A new logo with a brand mark that can be used as an icon and a brand system for creating consistency across various customer touchpoints.