Egged Unveils First New Bus Logo in 30 Years with Modern Green Design
Egged Group announced on Wednesday a major rebranding effort, replacing its iconic logo for the first time in three decades. The new logo centers on the Hebrew letter Aleph, a longstanding symbol of the company, redesigned as two arrows in motion to represent dynamism and progress. The updated visual identity will be applied to thousands of buses and all passenger touchpoints including stations and street signage.
The rebranding retains Egged's signature green color, now reinterpreted to symbolize free-flowing, smooth movement and the idea of green as a signal to proceed. This green theme extends across Egged's broad operations, including public transportation, light rail, the Egg app, advanced electric fleet, leasing, garages, and private shuttles. The company is also investing in recruiting quality drivers and improving punctuality.
The branding project was led by Eureka, an independent branding agency within the Gitam BBDO group, under CEO Merav Peled. The process took about a year and involved a deep strategic analysis of Egged's brand DNA and the creation of a comprehensive brand story and visual language. Keren Leyzerovitz, Egged's VP of Marketing, Customers, and Communications, said this is the moment the new branding "comes off the presentations and onto the road," emphasizing the green bus as an enduring part of Israeli culture and memory. She highlighted the green as a symbol of the company’s commitment to making every ride simple, pleasant, and smooth.
