Mobility is changing – and with it, also providers and users alike. Megatrends such as sustainability and digitization, an ever more complex world and people's desire for greater simplicity and convenience are shaping dynamically changing customer needs. This results in new and high demands on mobility service providers in an already highly competitive market.
In this context, Alphabet – a subsidiary of the BMW Group and one of the leading leasing and full-service providers for sustainable corporate mobility – has strategically developed its business model and is beginning the next chapter of its corporate development in autumn 2021 with a new brand identity.
Together with the international Alphabet organization, Truffle Bay developed the new brand positioning and also modernized the entire corporate design – for a contemporary and emotional new look & feel.
»Your mobility. Made easy.«
As the first part of the brand refreshment, a new strategic brand identity was developed. It gets to the heart of what the brand wants to stand for in the future: offering the best, individual mobility solutions for every customer and user. And this in the easiest way possible.
Based on the brand foundation of »expertise«, »responsibility« and »partnership« as well as the benefit- and attitude-oriented brand purpose »We make life easier by navigating people to better mobility.«, the brand personality is expressed in the three newly formulated values »empowering«, »creative« and »convenient«. Finally, the essence and core idea of the brand identity is the customer-oriented brand promise »Your mobility. Made easy.«, which is also used as a claim in communications.
Flexibility and »easiness« as design principles
The comprehensively redeveloped corporate design is the logical consequence of the new brand positioning. »Your mobility. Made easy.« is visualized in a striking and appealing way by a self-confident, dynamic logo as a symbol for flexible mobility solutions, by the new color combination of two different shades of blue (»Deep Blue« and »Fresh Blue«), supplemented by an emotional accent in »Warm Coral«, a slab serif font full of character that was derived individually for Alphabet from the BMW Type Next family, and a new, authentic visual language that emanates »easiness«.
Clear constants, dynamic design
Similar to the individual mobility solutions that Alphabet offers its customers, the flexible layout system also enables optimal design in a wide variety of media. The defined basic elements can be used in a countless combinations and weightings, depending on target group, occasion and channel, and create a dynamic visual brand experience that is clearly differentiated from the competition, while still ensuring a high level of recognition at all times.
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.
Truffle Bay is a member of bvik – Bundesverband Industrie Kommunikation e.V. Test