ALPHABET – Shaping the future of mobility with a new brand identity

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.

Alphabet brand strategy brand values


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«.

Alphabet logo on gradient
Alphabet logo on Deep Blue background
Alphabet colours
alphabet typografie quote
Alphabet typography
Alphabet imagery brand fotos
Alphabet imagery brand photos


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.

Alphabet application website
Alphabet application Brochures cover
Alphabet application Brochures interior pages
Alphabet stationary
alphabet anwendung social media post
Alphabet application Apple watch
Alphabet application flags

You have questions about this project or want to work on advancing your brand?

We look forward to your inquiry and will be happy to advise you on the phone or arrange a personal meeting.

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


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TRUFFLE BAY Brand Strategy & Design
Widenmayerstraße 36
80538 Munich

T +49 89 452 23 65 10
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