• The company is positioning itself as a sustainable, multimodal, connected transport operator
• Alsa has launched a new brand and a more global, modern, digital logo

Alsa is debuting a brand new image. The company launched its new brand at an event held in Madrid attended by 300 employees from across its various different departments.

The new brand is a reflection of the major evolution in the company's positioning. Alsa has shifted from a traditional transport approach based largely on long-haul buses to a modern take on mobility, reflected in its new positioning as an operator that provides sustainable, multimodal, connected transport solutions.

To roll out its new brand platform, Alsa has outlined a new mission statement, which is to “bring people together and connect the world in a way that is safe and sustainable”, and positioned itself as an operator which offers the very best safe, sustainable, integrated mobility solutions, allowing people to move freely, wherever and whenever they want, and affording simple, door-to-door transport solutions.

This new approach will allow Alsa to overcome the challenges posed by the new transport landscape, which features new operators from outside the traditional transport sector; a sector which no longer simply provides transport services, but offers connected, shared, autonomous, sustainable mobility solutions. This fresh new brand means Alsa will be fully aligned with these new collaborative, sustainable, integrated modes of transport.

Alsa's Chairman, Jorge Cosmen, emphasised at today's launch event that at Alsa, “we are always striving to improve and innovate to enhance our customers' experiences”.

He added: “Our business is undergoing a change of era, and we need a brand that can fully harness our potential to engage rationally and emotionally with our customers. Alsa has the opportunity to reap greater benefits from our brand: to capitalise on our existing strengths as a company and modernise the way we present ourselves to the world, foregrounding the urban environment as a key growth driver and looking beyond the traditional bus business to offer additional modes of transport”.

Mr Cosmen explained: “This evolution of our company is more than just a new logo; we want this change to extend much further than that. We want our customers to see us as an innovative company. An operator that can offer new mobility solutions and continue to generate sustainable growth in the future, safeguarding the value of a highly robust company”.

The creation of the new brand strategy was underpinned by exhaustive research and analysis, and supported by expert advice from Interbrand, a leading brand consultant both in Spain and worldwide. It was a far-reaching, multi-disciplinary process involving all of the company's stakeholders.

The result has been the reinvention of one of Spain's most iconic brands, giving rise to a more global, more modern, more dynamic and more emotional brand; a brand which is better equipped to spearhead today's market and effectively represents the company before every audience, in every area (urban, regional, long haul) and every market (Spain, Morocco, Switzerland). At the same time, the brand's graphic expression has been modernised, because whilst it has undergone various updates over the years - most recently in 2011 - the initial version of the old brand dated back to the year 1946.

Link to the video: https://youtu.be/SCfu1RKjD0k

About the brand's new visual expression

It is important that Alsa's new positioning as a company is reflected in its visual expression, from the new logo through to the redefinition of other elements, colours, fonts and secondary graphics.

Borja Borrero, Executive Creative Director at Interbrand, described the change as follows: “The new brand responds to a market that is transforming mobility into a service, with a large number of new operators from outside the traditional transport sector. This new brand will allow Alsa to engage rationally and emotionally - through experience - with its current and future customers.”

Using simple, geometric symbols that are integrated and combined in different ways, we built a simple language that conveys the future of Alsa: the provision of sustainable, multimodal, integrated mobility services. The interplay between these geometric shapes inspired the new logo. Each of the arrows incorporated into the letters faces one of the four points of the compass, thereby affording the brand an exploratory component that invokes movement, and connecting it in the most amicable, emotional way possible with its audiences.” Alsa opted for cyan blue, a colour which is more closely linked to the digital universe.

The new visual expression of Alsa's brand will be gradually implemented into the multiple points of contact, starting with the fleet of buses and subsequently rolled out gradually across the various different platforms, such as bus stations and online channels.

This brand new identity seeks to reflect the company that Alsa has already become and to prepare it for the future, positioning it as a multimodal, digital brand which is constantly evolving to stay connected to all of its audiences.