Egged Group, controlled by infrastructure investment firm Keystone, announced today Sunday a marketing transformation under the banner “Not Just a Bus Operator,” centered on a new logo and a shift from the company’s iconic green to blue.
The company said the change was driven, among other reasons, by the desire to emphasize that it is “a transportation group operating buses, light rail, private shuttle systems, a network of garages and maintenance services, educational tourism, leasing services, real estate and infrastructure activities, and international operations across Europe.”
Egged Group is launching a new brand identity under the message “Flexibility in Motion” — reflecting the evolution of Egged from an Israeli transportation cooperative to a multibranch global group operating in a dynamic and changing world.
The new logo features the legendary “א” (Alef) stylized as two arrows in motion, with a global circle around it symbolizing international expansion. The dominant color, blue gradient, distinguishes the group from the traditional green of public transport and expresses strength, internationalism and stateliness.
In recent years, Egged Group has significantly expanded its presence abroad, operating public transport services in the Netherlands and Poland through subsidiaries Mobilis and EBS, with a fleet of about 1,100 buses and over 3,000 employees in the European market.
This rebranding effort builds on the launch of Egged’s “egg” app, which the company says has recorded more than 400,000 downloads in three months. The app is designed to upgrade the public transport experience with features including digital mobile payment, loading and displaying digital tickets, booking intercity travel (such as lines to Eilat), and an integrated customer service portal for reporting issues, questions and suggestions.
“This is an exciting moment for Egged Group. After nearly 30 years, we are launching a new brand that reflects the transformation we’ve undergone — from a bus company to a multibranch global transportation group. The unique value of Egged Group is the ability to connect all the points and provide an innovative platform that synchronizes them seamlessly,” said Keren Laserovitz, vice president of Marketing, Customer Relations and Communications at Egged Group.
Egged Group, controlled by infrastructure investment firm Keystone, announced Sunday) a marketing transformation under the banner “Not Just a Bus Operator,” centered on a new logo and a shift from the company’s iconic green to blue.