Revamp for TfWM’s Swift card

Transport for West Midland’s has made a number of changes to its ITSO smartcard, Swift as part of a plan to refresh the brand. A new Swift logo and revamped new website have been unveiled as well as new ticket options and additional sales outlets.

The brand has changed from quite a complex logo, with a predominantly blue/cyan colour theme, to a more simplified logo with deep purple as the dominant colour. Feedback from customers has been really positive and the changes well received.

 “This is an exciting time in the continued rollout of Swift smart ticketing throughout the West Midlands,” says Matt Lewis, head of Swift card. “With further great new tickets and functions being introduced, we have taken the opportunity to update and refresh the brand design to ensure that, in keeping with the new solutions that we continue to rollout, it remains at the cutting edge.” 

Swift Kiosk is a new initiative, launched in partnership with Cammax, as part of a six-month pilot project to test customer demand for a self-service retail point.

Cammax supplies bespoke self-service kiosks and smart touchscreen systems and the Swift Kiosk offers Swift Pay As You Go, Swift season tickets for bus and tram, e-Daysavers and bus multi-day tickets.

The products can either be topped-up to an existing card or issued on a new card. The Kiosk can also act as a Swift Collector, allowing customers to load any product and credit purchased online to their cards. This functionality can also be carried out with the Swift App and a network of more than 100 Click & Collect sites.

The Swift Kiosk is the first ITSO ticket vending machine in the country with a photo-capture feature, according to TfWM. A photo can be taken and printed on a pre-encoded photocard in just over a minute.

Earlier this year, Swift also launched a new multi-day carnet which allows customers to purchase sets of 5, 10 or 15 day tickets at a discounted price, when compared to buying tickets on bus.