Ikarus presented its new image at a private press conference
Budapest, 12.04.2023. With a new logo presented today, Ikarus, one of Hungary's best-known brands with a 130-year history, not only pays tribute to its heritage but has also responded to changes in the market and visual trends.
The new logo suggests dynamism and reliability, supporting the intensive international expansion of Ikarus and reflecting its ambition to become a significant player in global bus manufacturing again.Youthful colors, simplified form. That is the new image of Ikarus.
The new logo is the result of precise design work. Its design is based on the great predecessor, building on the brand's tradition. Retaining and modernizing the wing motif, it carries forward the incision in the letter ‘R’ seen in previous logos. Visually, it is in line with the logos of other large automotive companies that have been redesigned in recent years: the lines are narrower, the shapes are airier, and the overall harmonious effect is, in the main, due to the proportional design of the structure.
The refreshing of the image was perfectly timed as, in March, Ikarus won the trademark lawsuits that had been dragging on since 2017, with the Budapest Court of Appeal finally ruling that the Ikarus trademark is a ‘reputable trademark,’ enjoying absolute protection in Hungary.
“We are proud of this iconic trademark; we thus embarked on the redesign work with a great sense of responsibility. Before we started the design work, we examined the Ikarus brand. We defined its vision, mission, brand values, and archetype and studied the communication of our competitors and the changes in the visual trends of the industry. The primary design considerations stemmed from the brand's core values. Building upon tradition, we are preparing for the future with focus on purpose and optimism, and we are declaring to the market that the 130-year-old Ikarus is a definite presence. The image was refreshed primarily to support the intensive international expansion of Ikarus, which began in 2022. Our goal is to reintroduce Ikarus-branded buses to the traditional Ikarus markets, with all the equipment and visual elements that are in demand these days”, said Zoltán Tankó, CEO of Ikarus Global Zrt.
Traditionally the brand's primary color is blue, which, combined with the parallel and perpendicular shapes and the choice of fonts, creates a profound, strong, and precise impression. This seriousness is relaxed somewhat by the use of an airy structure and secondary colors: the introduction of purple and green evokes warmer and more natural associations. The conceptual use of sky photographs and abstract wind form patterns further enhances the optimistic, dynamic feel. The image is severe and controlled on more traditional communication platforms but freer and more experimental on online social media. With that, the brand reinforces the message that the ability to innovate while respecting the achievements of the past is a fundamental principle at Ikarus. Innovation is tradition.
