According to Aengus Montgomery, in designweek.com “The transportation company has rebranded with a new identity that can adapt to every country it operates in.”

A lot of clutter and a confusing message.
A lot of clutter and a confusing message.

We are not convinced and nor are the global design community. Here is just one comment:

Well that’s what you get for branding in house. That took two years? Previous logo was not great. The new Black square with type is nice and I get it. Its a word, it works. Then they have gone off and developed aload of stuff that is expressing the personality in a different way. The App icon is confusing…its has a square in the middle…thats the connection? Someone somewhere has got confused. I like the black logo, the rest is seriously confusing as is the way the article talks about it. The brand has too many elements and is saying too many things. Thats what happens when you don’t know how to built a brand language. But I am sure it will make little difference to their brand.