Alphabet has refreshed its branding with a redesigned logo and corporate identity, to reflect the new strategic focus of the company.

It has outlined a strengthened commitment to sustainability and a renewed focus on technology.

“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,” said Markus Deusing, CCO of Alphabet International.

Alphabet plans to promote sustainability through the extension of its existing range of eMobility and new mobility options via AlphaElectric. With the implementation of its sustainable consulting, Alphabet will offer guidance on CO2 targets, CO2 neutrality and further sustainability topics to its customers.

“Sustainability is the leading topic of the future – in all areas – and we want to play a vital part in shaping this future,” explained Deusing. “This summer, the EU finally announced Europe’s goal to become the first continent to be climate neutral by 2050. This clearly increases the need for action on the part of our customers, but also for us as a mobility provider.

“Company cars are not only driven more than twice as often as private vehicles on average, but they also account for over 60% of all new cars sold in Europe. Given this background, the electrification and thus the decarbonisation of fleets is of particular importance for achieving climate targets.”

Another catalyst for the coming changes is the topic of digitalisation. The future of fleets will be determined by flexible, digital solutions that make customers’ lives easier and more convenient.

Alphabet says its new brand identity reflects a “deep-rooted understanding” of service and customers, and translates its new direction into a new brand promise : “Your mobility. Made easy.”

The new logo is sharper and more modern, which Alphabet says reflects the changes within the company, along with its new company values: Responsibility, Expertise and Partnership.