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Redesigning FUTA (Phương Trang) logo with new perspective
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FUTA corp #Reimagined

Redesigning FUTA (Phương Trang) logo with new perspective

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Reimagined
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Posted on
Feb 11, 2021

Background

We always connect Futa bus lines with the "orange bus" and the "orange bus station", not the green and red logo or the story behind "Futa". FUTA (Phương Trang) has started with a small number of vehicles in 2002 and now has a massive fleet of buses and  60+ stations. Futa bus lines make life easier for many customers every day. As a corporation, They also expand in other services like taxi service, express shipping, real estate, and advertising. Such a great story for a team of drivers who become an empire that continuously grows.

Why Reimagining FUTA (Phương Trang) identity?

The current identity doesn't communicate the story, the company's new positioning or raise awareness for different services in the best shape that builds equity for the brand and the name far from just the orange bus lines. So we decided to work on a new solution for the logo that may cover this shortage. So we focused on generating a unique mark that evolves from the current logo features and communicates the brand positioning "Quality is honer". After many fast explorations, we used the initial letter 'F' as the main element of the mark with a unique shape that evolves from current logo rectangles.

FUTA reimagined logo concept close up
FUTA (Phuong trang) logo concept
 The design process in detail for FUTA reimagined
The design process in detail for FUTA reimagined

Today, FUTA provides many services, so ideally, a dynamic logo system will help defines and differentiate each service unit; we achieved that using different colours. Worth mentioning that the FUTA bus line is famous for orange paint, and taxis mainly serve bus lines customers, which makes orange exclusive to these two services.

FUTA dynamic logo system for services
FUTA services logo system using diffrent colors
Futa bus livery reimagined
FUTA orange bus branded livery

FUTA Corp (Reimagined)

identity in action

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Brand name
FUTA Corp (Reimagined)
Sector
Passenger Transport
-
Transport & Logistics
Founded year
2002
Origin country
Vietnam
Project context
Concept
Release date
August 2020
Logo Colors
Design by
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