Mobilis is starting a new adventure
A brand-new identity
at 
of the mobility
After two decades focused on streamlining the pricing for public transport in the Vaud, Mobilis is embarking on a new chapter in its history. At a time when the stakes of travel are undergoing vast change, whether technology, climate and new user expectations, the brand is shifting to better embody its brand image.
At the heart of travel in the Vaud
First founded in 2004 with the support of the Vaud Cantonal Authorities and undergoing constant expansion up until 2024, Mobilis today brings together 15 public transport providers. With over 20 years of experience, its objective remains unwavering: to streamline access to public transport thanks to a single ticket for travel by train, bus, metro or funicular train, across the entire Vaud Canton.
A brand-new identity
To offer a clearer response to both current and future challenges, Mobilis is changing its image to further promote its initiatives, to streamline access to its services and better reflect its commitment towards more sustainable travel. This repositioning resonates with its contemporary values and the challenges of shifting modes of transport.
This change is based on a tried-and-tested methodology, leaning on the combined intelligence of 15 Mobilis partners.
- The heart conveys the human dimension of Mobilis: proximity and commitment towards users.
- The infinite interwoven line embodies the continuous and fluid interconnectivity between the various modes of transport across the Vaud travel network.
- The M in Mobilis serves as a link between the logo and brand to make it instantly recognisable.
- “At the heart of mobility” is our baseline showcasing the Mobilis promise. More than just a slogan, it showcases the desire to bring people together, to innovate and to take concrete action for more fluid, more human and more sustainable transport in the Vaud.
Finally, the choice of blue and green colours highlights the dynamism of the Vaud and the energy transition which is being led by Mobilis through its mobility projects.
Supporting this change of brand identity, Mobilis is rolling out a brand-new image which places people and emotion at the very heart of public transport in the Vaud. With its warm, natural tones and authentic images, we aim to express conviviality, flexibility in travel and the pleasure of travelling together.
The messages conveyed by Mobilis are intended to be simple and direct: colourful images with visually hard-hitting hooks showcasing the clear advantages offered by Mobilis. Our offer should be easy to understand by everyone to streamline the use of public transport an encourage multiple means of transport.
Posture campaign
J'M TRAVELLING WITH A FREE MIND
An image campaign accompanies the roll-out of Mobilis' new visual identity.
This first speech is based on the emotional dimension of the new logo, with a heart at its center that everyone can make their own, embodying simple, sustainable mobility.
The campaign is built around a series of scenes from everyday life on public transport, reflecting the Mobilis advantage. So it's not just about transport: it's also about the stories told by the contraction "J'M": "J'M voyager l'esprit libre", "J'M voir tout le canton depuis ma fenêtre", "J'M qu'on ait plus d'un transport en commun"... An invitation to rediscover mobility with pleasure, and with love.
The aim of this campaign is not to sell a product, but to assert a vision. Its role is to establish Mobilis' new promise in the minds of the Vaud public: "at the heart of mobility".
