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Agility and innovation front and centre of vibrant new Alexander Dennis brand identity

Published: 15 Jun 2022

Alexander Dennis (Alexander Dennis Limited, “ADL”), a subsidiary of NFI Group Inc. (“NFI”), one of the world’s leading independent global bus manufacturers, today launched a vibrant new brand identity that emphasises the company’s agility and innovation as it continues to lead the transition to zero emission mobility.

New logos reinvigorate the established and well-loved Alexander Dennis and Plaxton brands, supported by a cohesive and crisp visual identity across all brand touchpoints. AD24 becomes the name for all the manufacturer’s best-in-class Aftermarket support, including spare parts, field service, call centres, workshops and training, as well as the online platform providing access to them.

The new Alexander Dennis brand identity characterises an automotive company that is at the forefront of its industry and firmly looking ahead. The lively colour gradient of the monogram symbolises Alexander Dennis’s unique ability to respond to customers’ individual requirements, while the wordmark acknowledges the heritage of the company name and recasts it in contemporary style befitting of the British bus industry’s innovation leader.

Alexander Dennis President and Managing Director Paul Davies said: “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.”

Development of the new brand identity was led by 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 ten to twenty years. 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 Alexander Dennis as we continue to ensure that investment in cleaner transport benefits our communities as much as the environment.”

The refreshed Alexander Dennis, Plaxton and AD24 logos will be rolled out gradually over the coming months, replacing the existing identity that had been in place since Alexander Dennis was established in 2004.