Jelbi – The new brand for unlimited mobility in Berlin

Our cities are growing and growing. Work and leisure merge. We are constantly on the move and always mobile. But yesterday's mobility cannot be tomorrow's mobility – this applies especially to our big cities. Traffic chaos, pollution, parking problems and a changing relationship to owning a car dominate the public debate. Cities should become greener and more liveable again. The seamless combination of public transportation and shared mobility services offers a suitable answer to these challenges.

With Jelbi (from the Berlin slang »jelb« for the color yellow), Berliner Verkehrsbetriebe (BVG), Berlin's public transport operators, have therefore developed a new intermodal Mobility-as-a-Service concept that combines Berlin's subway, suburban train, tram, bus, and ferries with a wide range of sharing and service offers from private providers such as car sharing and taxis, bike and scooter sharing, and e-charging stations in one app. In addition, there are Jelbi stations at important junctions where the means of transport can be changed. In this way, Jelbi is to become the digital mobility guide in the German capital and inspire Berliners and visitors to the metropolis with enthusiasm for the new, intelligently networked and sustainable urban mobility.

In order to make this offer known to a broad public with a well-rounded communicative overall appearance, Truffle Bay has developed a clear positioning and, based on this, a distinctive and flexible brand design, which stages the new brand in an eye-catching way in the Berlin cityscape.

The unique Jelbi design has already received the German Design Award Gold 2020 in the category »Brand Identity« and the DDC Award Good Design 2019 in the category »Identity«, and also made it onto the D&AD Awards Shortlist 2019 in the category »New Branding Schemes«.

Jelbi Strategy


Simply better on the move

Jelbi is about more than just getting from A to B – Jelbi connects people and (digital and analog) worlds. Jelbi thinks further and close to everyday life. Jelbi is sustainable and flexible. And: Jelbi is a real Berlin original! This is reflected in the positioning around the brand promise »Simply better on the move« and in the three brand values »connecting«, »clever« and »casual«.


Inspired by the shapes of urban mobility

The »Jelbi pattern« consists of just a few defined basic forms derived from the city's innumerable traffic routes, interfaces and dynamic movement patterns. The novel combination of these forms creates a highly distinctive pattern that visualizes the countless mobility networks, junctions and routes with start and end points.

In addition, the defined elements can be used to depict prominent landmarks in the cityscape. The combination possibilities are almost inexhaustible – just like the individual journeys with Jelbi – and thus ideally suited to design all conceivable brand touchpoints.

Vincotech color spectrum Jelbi derivation of the shapes
Vincotech color spectrum Jelbi derivation of the shapes
Jelbi Pattern
Jelbi Pattern
Jelbi Pattern, Landmarks Berlin 02
Jelbi Pattern, Landmarks Berlin 01


Flexible design with a system

The extremely flexible and modular design system allows a versatile, lively and strong use of the elements with high recognition value. The entire design is based on six basic elements.

Word mark

Jelbi Basic Elements Logo


Jelbi Basic Elements Initial


Jelbi Basic Elements Pattern


Jelbi Icons


Jelbi Basic Elements Typography Claim

Color scheme

Jelbi Design Colours
Jelbi App Icon, Smartphone
Jelbi Mobility Hub, Berlin
»A contemporary, characteristic, highly-recognizable brand design, which together with the simple pictograms and the »Jelbi« wordmark is easy to understand, arouses curiosity, looks cool and casual and offers flexible application possibilities. Its young, fresh style fits perfectly with the capital.«

German Design Council

Jelbi font FF Campton
Jelbi means variety
Jelbi Merchandising Helmet
Jelbi Merchandising coffee mugs to go
Jelbi Merchandising Scarf
Jelbi Merchandising mobile phone case
Jelbi Mockups jute bag

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
F +49 89 452 23 65 49


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