Client
Bahn Express
Year
2025
Category
Visual Identity Design
Visualising Speed
Bahn Express is a startup founded by two Aalto University students and is Finland’s fastest growing service for cross-border vehicle transfers. I redesigned Bahn Express’s visual identity to support the company’s rapid growth by conveying efficiency, trustworthiness, and speed.
The goal of the visual identity is to create a clear, technology-driven, and internationally viable brand that conveys reliability, speed, and innovation in a traditional industry.
Bahn Express’s previous visual identity suffered from a lack of clear brand guidelines, making consistent visual communication difficult. With competitors in the field, the company wanted to stand out from the traditional market in a tech-forward way, using visual elements to convey efficiency and trustworthiness.
The solution is a visual identity that reflects Bahn Express’s values and is easy to maintain consistency across different mediums with the support of its brand style guidelines.
The logo system consists of three different formats to enhance legibility and make the visual identity easy to use across different mediums. In addition, the lightning shape from the negative space of the letter “B” works as a flexible graphic element to add a form of abstract illustration and communication of speed.
I worked closely with the CEO and Head of Product at Bahn Express through ideation sessions from the very beginning of the design phase to get a deep understanding of the industry, competitors, and the surface on which the visual identity will live.
The new visual identity borrows familiar elements from the previous visual identity, such as shape language and color, and highlights them in a new, tech-forward and fresh way.
