KMS TEAM gives Sparkasse’s
most important brand
ambassador a new design
Sparkassen card gets a new design
8/3/2026 Few brand representatives are as visible in everyday life as the Sparkassen card. Around 47 million Sparkassen debit cards and 10 million Sparkassen credit cards are currently in circulation. For the first time in 15 years, the cards are receiving a new standard design. Together with S-Payment, the payment competence centre of the Sparkassen-Finanzgruppe, KMS TEAM developed the new design with the aim of evolving the Sparkassen brand on one of its most visible touchpoints – making it more contemporary, clear and user-focused.
The front of the card puts the iconic Sparkassen S at the centre as the key trademark, while all functional information has been moved to the back. New personalisation processes give the cards a premium look and feel, as well as significantly improving legibility.
Over the course of this year, 14 million Sparkassen debit cards and one million Sparkassen credit cards will be issued in the new standard design.
We didn’t want to design a card that people simply use, but one they are happy to show. The new Sparkassen card has the feel of a modern club or membership card: clear, premium and with a strong sense of belonging.
»We didn’t want to design a card that people simply use, but one they are happy to show. The new Sparkassen card has the feel of a modern club or membership card: clear, premium and with a strong sense of belonging,« says Katrin Schwartzentruber-Koch, Head of Marketing Management at S-Payment. »It is an everyday companion for many millions of people – and makes the strength and success of the Sparkassen brand visible in a contemporary design. It is simple, distinctive and approachable, reflecting what Sparkasse stands for: relevance and support in everyday life, combined with a refreshing sense of optimism.« »Design is about making decisions. Our bold joint decision to reduce the design to its essential identity features and simplify the information as much as possible was the foundation for a distinctive and timeless design,« adds Jürgen Adolph, Executive Creative Director at KMS TEAM. The new card design demonstrates how design can strengthen both brand identity and user experience – on a touchpoint that accompanies millions of people every day. Photo Credit: S-Payment GmbH |
