National Express’s Bold Rebrand: A New Name, Look, and Direction

National Express Group, one of the world’s leading shared mobility operators, has unveiled an entirely new brand identity as ‘Mobico’ to reflect its growing global presence and ambitions. This strategic rebranding signifies the transportation company’s goal of becoming the world’s premier shared mobility operator. Let’s delve into the details of Mobico’s rebranding journey, exploring its new name, positioning, and captivating visual identity.

Mobico
Source Conran Design Group Mobico Rebrand Copyright © Conran Design Group 2023

A Shift to Mobility

While National Express Group has been largely associated with coach services in the UK, 80% of their revenue now comes from international operations. The rebrand aims to cement the group’s position as ‘the world’s premier shared mobility operator’ as outlined in a company press release. “We’re leading the modal shift from cars to passenger transportation – and we needed to articulate this through our brand in a compelling, differentiated way,” says Mobico Group’s CEO Ignacio Garat.

Mobico
Source Conran Design Group Mobico Rebrand Copyright © Conran Design Group 2023

Mobico: A Name for the World

To ensure broader applicability across the globe, Mobico replaces the National Express Group’s brand name, which was closely associated with its UK-centric transport operations. Mobico is an abbreviation of ‘mobility company’ chosen to resonate globally and for its memorable sound. By adopting this new name, Mobico positions itself as a powerful force in the realm of shared mobility, transcending geographical boundaries and resonating with diverse audiences worldwide.

Mobico
Source Conran Design Group Mobico Rebrand Copyright © Conran Design Group 2023

A New Visual Identity Connecting People and Places

Conran Design Group developed a fresh visual identity centered around connecting people and places. The new logo features intersecting lines within a circle representing intersecting journeys. A teal and grey color palette paired with bright green and orange aims to add ‘energy and positivity’ and reflect both urban and rural environments. Simple, abstract shapes come together in a graphic system housing all the new brand elements.

National Express's Rebrand
Source Conran Design Group Mobico Rebrand Copyright © Conran Design Group 2023

A Vast Departure

The rebrand is a striking shift from the iconic red, white, and blue coaches associated with National Express Group’s legacy brand, particularly in the UK. As Thom Newton, Global CEO of Conran Design Group acknowledges, “If you grew up in the UK, National Express Group is likely to conjure up the image of the iconic red, white, and blue coaches driving up and down UK motorways. The brand now feels global, diverse and purposeful; clearly supporting Mobico’s ambitions to shape a brighter future for multi-modal transport.”

Mobico
Source Conran Design Group Mobico Rebrand Copyright © Conran Design Group 2023

Final Thoughts

Mobico Group’s rebranding effort reflects the company’s global ambition to become the world’s premier shared mobility operator. The new name, positioning, and visual identity aim to communicate the company’s multimodal operations, global reach, and future ambitions. Conran Design Group’s complete overhaul, including the logo and color palette, creates a cohesive graphic system representing the connection between people and places. While the new brand is a departure from the National Express Group’s traditional look, it supports Mobico’s ambitions to shape a brighter future for multi-modal transport. As Mobico Group moves forward with its global expansion, its new brand will play a crucial role in communicating the company’s vision and values to the world.

Also Read: Preserving the Past, Embracing the Future: WeWork’s Minimalistic Brand Refresh

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