Since its foundation on 7 March 1997 in the UK, Alphabet has developed rapidly. As a subsidiary of the BMW Group, Alphabet is now one of the world’s leading leasing and full-service providers. As a multi-brand provider, Alphabet develops manufacturer-independent holistic products and services for sustainable corporate mobility. Ten years after the last brand update in the course of the integration of ING Car Lease, Alphabet is now starting the next chapter of its corporate development with a brand that has been advanced in both content and design.
In a first step of the brand refreshment, Truffle Bay developed the new strategic brand identity of the company together with Alphabet. This also served as the basis for the creative brand development and the further internal and external communication of the »refreshed« brand. The new brand purpose »We make life easier by navigating people to better mobility« forms the foundation on which Alphabet will bring to life its three brand values »Empowering«, »Creative« and »Convenient« as well as the customer-oriented brand promise »Your mobility. Made easy.«. »With this strategic setting, the brand is sending a clear signal of what it wants to stand for in the future: simply offering every customer and user the best individual mobility solution,« explains Christopher Wünsche, founder and managing partner of Truffle Bay.
In addition to the further development of the brand strategy, the Truffle Bay team also undertook a comprehensive refresh of the brand design. The newly adapted Alphabet logo now presents itself as a pure word mark based on the company’s Alphabet Sans font. »In terms of brand positioning, the adaptation of individual letters underlines the flexibility and individuality of Alphabet’s range of services,« Sebastian Becker, Creative Director at Truffle Bay, gives insight into the design concept. »Accordingly, the individual characters can change dynamically and thus enable a variable presentation of the logo in the digital environment.« Alphabet’s newly interpreted color concept is characterized by the three brand colors »Deep Blue«, »Warm Coral« and »Fresh Blue«. Each of these colors reflects a different aspect of the new positioning and thus unfolds a specific emotional effect. Depending on function, message, target group and media channel, the colors can be used flexibly in different combinations and weightings.
The typography visualizes the fact that Alphabet is part of the BMW Group by using a specific Alphabet typeface directly derived from recently introduced new BMW corporate font BMW Type Next. An additional slab variant full of character was developed exclusively for Alphabet in order to express the exciting contrast between clear functionality and personal emotionality also typographically. New accents are also set by the revised Alphabet visual language, which focuses on personal consulting situations and the added value of simple, tailor-made mobility offers. »The interaction of the new brand identity and the refreshed design in all its facets results in a clear message: Alphabet is committed to enabling better mobility for its customers and users – with solutions that are as creative as they are user-friendly,« explains Truffle Bay Managing Partner Sebastian May.
Learn more here: Alphabet Brand Refresh
Truffle Bay is an owner-managed, integrated strategic brand consulting and design agency based in Munich. With clarity and creativity we help ambitious companies and entrepreneurs to discover, define, design and bring to life their unique identity – to create strong brands as the compass and catalyst of entrepreneurial change processes as well as attractive and differentiating brand experiences to win and retain customers and employees.
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