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«.
Insight: Brand analysis, Strategic analysis, Competitive analysis
Identity: Purpose & brand positioning, Brand strategy, Corporate & brand design, Brand & design management
Experience: Brand implementation, Spatial design
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«.
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.
German Design Council
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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