Pelican Bus & Coach is the UK and Ireland importer and distributor for YUTONG – the world’s No.1 bus and coach builder. It was established in 1919 and is still a successful family-run business managed by the grandson of the founder. Our challenge was to modernise and improve its brand in all touchpoints. Something we were more than happy to get on board with.

Our bespoke sans serif wordmark is paired with a new angular device to evoke a sense of forward motion inspired by the company’s former device and subtly references the shape of a pelican’s bill. 

The bold and confident strapline is a statement of intent which the 100-year-old family business has wholeheartedly embraced. This new mantra will help guide them into the future and challenge old-fashioned notions within the industry.

Our graphic system conveys the idea of both forward-motion and forward-thinking, while retaining the overall modern aesthetic of the brand.

Brand photography features dynamic hero images that engage the viewer, while people shots demonstrate the product benefits in a natural way.

Our marketing collateral brings all new elements of the brand together and allows us to tell the whole story to prospective customers.

A comprehensive brand guidelines document helps to embed the work we have done and maintain the consistency that is so important to developing a brand.