Ruhrbahn
Gold
Excellent Brands
Logistics & Infrastructure
Details
Bussi is Ruhrbahn’s on-demand shuttle, which you book via smartphone. The aim was to develop a strong branding for the new urban public transport product, one that would stand out in Essen’s cityscape and catch the eye. To leave room for the essentials – product and service – the corporate design is based on reduction and clarity. Minimalism and a high-contrast colour scheme, plus the classically elegant Helvetica Bold font, make up the visual ingredients. The name bussi has an appealing, likeable ring to it, the affectionate tone lending the service a certain youthful playfulness. The roundness and clarity of the name bussi make for a truly striking design – unobtrusive, yet attracting maximum attention.
The Jury‘s Statement
"Bussi" is the on-demand driving service of the Ruhrbahn, which has existed since 2019 and can be conveniently ordered via smartphone app to one of 4,800 stops in the Essen city area to get from A to B. The branding developed for this is based on a simple figurative word mark and impresses with a special clarity due to the minimalist design approach, which makes the brand immediately recognizable everywhere. The high-contrast design, the distinctive name and the claim "Comes as ordered" are perfectly matched to the purpose and generate a high level of attention. Especially the name could not have been better chosen, Bussi with his original ambiguity - a trivializing form of bus and kiss - but a high emotionalization, memory and recognition. An incredibly simple and convincing concept for »minibuses«-on-demand, which fits perfectly with the modern lifestyle in urban areas.
