Alexander Dennis ‘looking ahead’ with brand identity refresh

Alexander Dennis bus showing the new brand identity (resized)

Alexander Dennis (ADL) has announced a new brand identity to emphasise “agility and innovation” as it continues on the journey towards zero-emission mobility.

The changes include new logos for the ADL and Plaxton Brands and a new visual identity across “all brand touchpoints”.

The manufacturer says the new identity shows that the company is “at the forefront of its industry and firmly looking ahead”. Explaining the reasoning behind the design, it says the colour gradient of the monogram symbolises the brand’s “ability to respond to customers’ individual requirements, while the wordmark acknowledges the heritage of the company name and recasts it in a contemporary style”.

ADL’s aftermarket support has also been rebranded as AD24. That covers spare parts, field service, call centres, workshops and training, and their accompanying online platform.

The change in identity is the brainchild of Group Marketing Executive Marina Matošević. “Over the past year, we’ve had a very collaborative process involving team members across the entire business in which we analysed and determined who we will be as a company in the next 10 to 20 years,” she says. “This forward-looking spirit is distilled in our new identity.

“We have assembled a brilliant team of brand ambassadors in every business function who will support colleagues in the roll-out, and if their excitement is anything to go by, this new brand identity will be the start of a brand new chapter for ADL as we continue to ensure that investment in cleaner transport benefits our communities as much as the environment.”

The new logos will be rolled out over the coming months and replace the existing brand identity, in place since 2004.

Says Paul Davies, ADL President and Managing Director: “This is a defining moment for Alexander Dennis as we position ourselves even more clearly to our customers, suppliers and stakeholders.

“Our new brand identity sets out the values by which we measure ourselves. We exist to move people by designing, manufacturing and supporting the most reliable buses and coaches in the market. We use technology to be cleaner, greener, quieter and the choice for transport companies around the world. Our strong heritage proves that we will continue to deliver, time and time again.”

The announcement of the new brand identity coincides with the official opening of the manufacturer’s new Trident House facility in Farnborough.

The new centre will take forward the company’s zero-emission agenda, with a hub housing “experts from across the business in engineering and test and development” and other business teams.

“Our people are our most precious resource and even in these very challenging times, we have invested in creating a modern, bright working environment to benefit our valued team members, providing them with the space, support and services they require to be able to do their jobs to the very best of their abilities,” adds Mr Davies. “Trident House underlines our commitment to the UK market and to the recruitment and retention of the essential highly skilled jobs that will underpin the transition to zero emission mobility.

“We are incredibly proud of our history with Dennis having been established in 1895. Trident House is a positive reinvigoration of the Dennis brand which always has been synonymous with chassis innovation and engineering expertise. Our heritage and proven track record will play an important part in continued our business growth, both domestically and internationally, as well as providing a strong differentiator for Alexander Dennis compared to new market entrants.”

The centre was officially opened by Paul Soubry, NFI President and CEO at a company-wide ribbon cutting ceremony. There will be a museum on site, honouring the heritage of the Dennis brand.

Trident House is named in honour the Dennis Trident low-floor chassis.