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

POSITIONING

»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.

DESIGN CONCEPT

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«.

BRAND IMPLEMENTATION

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.