Challenge
The Greyhound brand enjoyed high awareness and instant consumer recognition. But it was an old brand that needed to learn new tricks. Key perceptions of the brand revealed potential weaknesses. Greyhound needed to improve customer experience of its brand to maintain its position as the first choice for safe, comfortable, affordable transportation.
Solution
RBMM’s sleek new Greyhound logo restored luster to one of the world’s most recognizable symbols. The new logo not only garnered praise, but also the assignment to visually update Greyhound from top to bottom.
We created a cohesive identity system that strengthened the brand at every point of contact with Greyhound customers, from uniforms to buses to stations. We also developed a comprehensive graphic identity standards guide to ensure that hundreds of diverse elements, environments, and applications would share a unified identity. Positive brand perceptions and market leadership increased as a direct result. Greyhound updated became Greyhound reenergized.
