LEASING broker funder Alphabet has undertaken an extensive brand refresh with a redesigned logo and new corporate identity.

The changes, says Alphabet, are to reflect the company’s  new strategic focus as it moves into a new era of mobility.

Alphabet is a forward-thinking company. Spotting and anticipating trends, implementing new mobility and technology, and our overall flexibility to change, is a core part of who we are. Now is the time for us to adopt a brand appearance to reflect the upcoming changes in our sector.

Markus Deusing, CCO, Alphabet International

The company says it will focus more closely on sustainability through the extension of its existing range of eMobility and new mobility options via AlphaElectric. There will also be greater focus on digitisation to assist future fleets with a more flexible service such as the AlphaGuide app, which combines simple self-service with connectivity.

Alphabet says its new brand identity reflects its deep-rooted understanding of service and customers, and translates Alphabet’s new direction into a new brand promise – “Your mobility. Made easy.” As well as this, it will underline the company’s values of  responsibility, expertise and partnership. 

The refreshed brand features an updated Alphabet logo as well as a new colour palette – a deep blue, a warm coral and a fresh light blue to create a modern and contemporary brand impression. Along with a new typeface, the Alphabet brand is now digitally optimised for the 31 markets in which it operates.

 “The new design is as agile and modern as we are. But it’s much more than just aesthetics; it reflects the changes within the company,” added Deusing. 

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