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The new brand represents a significant evolution in the company's positioning: from a traditional vision of transport, mainly linked to long-distance buses, to a current vision of mobility, which is summarized in its positioning as an operator that offers sustainable, multimodal and connected mobility solutions.

For the new brand platform, Alsa has defined its new purpose, "to bring people closer and connect the world in a safe and sustainable way", and its new positioning: to offer the best integrated, safe and sustainable mobility solutions, so that people can move freely, wherever and whenever they want, offering easy, door-to-door mobility. With this evolution, Alsa wants to face the challenges of new mobility, in which new actors outside traditional transport have appeared, and in which there is no longer talk of transport, but of connected, shared, autonomous and sustainable mobility. Therefore, with its new brand, Alsa adapts to the new modes of transport, collaborative, sustainable and integrated.

The president of Alsa, Jorge Cosmen, pointed out during the presentation of the new brand that at Alsa "we have always focused on improving and continuing to innovate to give a better experience to our customers".

For Jorge Cosmen, "our business is facing a change of era and we need a brand capable of maximizing all the potential it has to connect rationally and emotionally with customers. Alsa has the opportunity to get more out of its brand: enhance the best we have as a company and update the way we show ourselves to the outside world, taking into account the urban environment as a lever for growth and transcending the bus business by offering other modes".

According to the president of Alsa, "our evolution is not just a change of logo. Our objective with this change goes much further: it is about customers perceiving us as an innovative company, capable of offering them new mobility solutions, and thus continue to grow sustainably in the future, maintaining the value of a solid company."

The development of the new brand strategy has been the result of an exhaustive work of research and analysis, which has had the advice of Interbrand, a leading brand consultant at national and international level. It has been a large-scale interdisciplinary process, in which all the stakeholders of the company have participated.

The result has been the reinvention of an iconic brand in our country, launching a new, more global, more current, more dynamic and emotional brand, providing it with new assets to lead the new environment, and capable of representing the company in all its areas (urban, regional, long distance...), all its markets (Spain, Morocco, Switzerland...) and all its audiences. And, at the same time, renew its graphic expression, taking into account that the first version of the company's current logo dates from 1946, although it has undergone several updates throughout all these years, the last one in 2011.

About the new visual expression

Alsa's new positioning should have an impact on its visual expression, from the logo to the redefinition of the rest of the elements, colors, typographies and secondary graphics.

Borja Borrero, Executive Creative Director of Interbrand, explains the change as follows: "The new brand responds to a market that is transforming mobility into a service, with a large number of new players outside traditional transport. With its new brand, Alsa will connect rationally and emotionally, through experience, with its current and future customers."

Starting from simple geometric symbols that are integrated and combined in different ways, a simple language was developed that transmits the future of Alsa: the provision of sustainable, multimodal and integrated mobility services. The game with these geometric shapes inspired the new logo. Each of the arrows incorporated in the letters points to one of the cardinal points, thus associating the brand with an explorer component that invites movement and connecting it in a more friendly and emotional way with its audiences. Alsa is committed to cyan blue, a color that is more associated with the digital universe.

Alsa's new visual expression will be gradually implemented in the multiple points of contact, starting with its fleet of buses and then being implemented in the different supports: bus stations, digital channels...

With the premiere of its new identity, Alsa wants to reflect what it already is and prepare for the future, positioning itself as a multimodal, digital brand in permanent evolution to continue connecting with all its audiences.