- “The new brand alludes to a series of values and a personality that combine the robustness of a one-hundred-year-old company, such as honesty and commitment with others that reflect the needs of our modern times: innovation and sustainability”, said Sílvia Martí, Corporate Vice-President.
- Developed by the consultancy firm Branward, this rebranding project represents a significant milestone in Moventia’s history as it highlights an ongoing commitment to excellence and innovation in the mobility sector.
Barcelona, 23 November 2023. Moventia, a multinational family-run business that can boast a benchmark position in the mobility sector, is celebrating 100 years of history in 2023. One of the most significant projects undertaken by the group within the framework of this major milestone has been its repositioning and new corporate identity, the goal for which is to accompany Moventia’s growth and evolution towards the mobility needs of now and the future.
This brand transformation was developed by the branding consultancy firm Branward and was based on a clear premise – to position Moventia, as well as its Moventis and Movento divisions, as companies that help to connect what matters: people, society and regions. Sandra Llunell, Marketing Director at Moventia said “Moventia is a multinational expert in improving connections within society. It responds to the mobility needs of people and organisations with global and complementary transport and automotive solutions while anticipating new habits and using innovative and sustainable technologies”.
In turn, the group’s Corporate Vice-President , Sílvia Martí, added that this new strategy is not only based on a “logo switch”, but rather a new brand “with a more profound purpose” and one that alludes to a series of values and a personality that combine the robustness of a one-hundred-year-old company, such as honesty and commitment, with others that reflect the needs of our modern times: innovation and sustainability. “We want to continue being a company that fosters honest relationships and that builds shared goals while also promoting change and working towards a fully conscious environmental and social transition”.
Moventia is a one-hundred-year-old company, but one with a clear vision for the future. The group’s strategy is focused on designing and building sustainable, connected, efficient and safe mobility. To achieve that, it has implemented three cross-cutting priorities across all its divisions: innovation; environmental sustainability; and looking after people and society as a whole.
The work carried out by Branward began with that strategic repositioning process to revise the brand architecture (i.e. the relationships between the group’s various brands) and produce a clear and powerful identity capable of reflecting Moventia’s vision for the future of sustainable mobility and its role in the market. Gustavo Richero, Partner and Creative Director at Branward, said “this identity is inspired by the idea of sustainable mobility and connectivity, incorporating dynamic elements that symbolise fluidity and efficiency. Its fresh and vibrant colour palette evokes a sensation of vitality and approachability in reflection of the brand’s personality”.
The logo is one of the most visible elements of the refreshed Moventia identity. With this new graphical creation, Moventia is highlighting the point of connection between the two parts of its name: ‘mov’ to express movement; and the Latin suffix ‘entia’ that refers to entity or individual. Furthermore, the new logo allows the human factor to be enhanced while enabling better colour integration in the various media where it is used. “The challenge we faced was exciting. We were being asked to transform a benchmark mobility company with a vibrant history. Involvement from the entire board of directors and every member of our team was essential to the success of this project”, said Jaime Dolagaray, Partner and Strategy Director at Branward.
Another feature of this new strategy will be the claim that accompanies Moventia from now on: ‘Connecting moments, creating future’, through which the expert mobility group seeks to express its brand purpose and facilitate the development of and connections between people via sustainable mobility.