We are no longer just traveling when we go from one place to another. Traveling is an adventure, new discoveries and an experience that can be written about stories for many of us.

The passenger bus manufacturing is an important part of automotive production and travel by bus is still popular along with train, unlike plane. Setra, one of the brands of the Daimler group of German origin, is one of these manufacturers and this brand not only with its high-quality buses but also with its corporate identity that is planned in detail and prepared with great care.

The first thing that comes to my mind when I see a Setra bus on the road is its simple and strong design. At the same time, the brand's trustworthy stance and the reliability that supports this stance.

When we briefly look at the brand history of Setra, the brand meaning of Setra is Selbsttragend in German, meaning self-supporting, and the brand was founded in 1951 by Karl Kässbohrer. The most important feature that distinguishes Setra from its competitors is its monocoque structure, which represents a first in the sector in terms of stability and comfort. Setra's innovations do not end here, we see the first air suspensions and technological developments such as ESP and advanced braking systems in this brand.

A simple and characterful approach in typographic logo

In Setra's logo, we encounter a characterful simplicity that does not look vulgar. The SETRA text, which is usually written in capital letters with a very thick and characterful font on a stainless and shiny surface, has enough space between its characters. This logo is one of the clean and timeless examples of the typography-based usage that is quite popular and widely used today. The minimal lines of the font of the characters, free of unnecessary details, emphasize that Setra is a bus brand with high standards.

When we think about how brands are perceived today and how any brand can be perceived more easily, we can say that choosing to use a typography-based logo is a conscious and effective method. It is obvious that a strong typographic logo created with a modern font will create a sense of reliability in the image of not only Setra, but also every brand that constantly invests in innovation, technology and comfort.

To convey consistency, professional appearance and perceptions of reliability with colors.

I always mention that the corporate colors of brands say a lot about brands. As a bus manufacturer, we can describe Setra's color palette elegant and as far from sophisticated. The primary colors used in brand communication are plum, dark blue and complementary silver, which can be directly associated with stability, professionalism, trust, reliability, modernity, luxury, elegance and innovation. These colors ensure that Setra is perceived as a brand that appeals to elite customers. The brand typically uses these colors as a signature material in other corporate identity materials, promotional materials, and the interior and exterior designs of buses, thus distinguishing itself from its competitors.

Using brand colors consistently strengthens the brand's identity, increases market recognition and inspires trust.

One of the most remarkable points of Setra's corporate identity, which is usually successfully associated with simplicity and plainness, is that simplicity inspires safe travel. It must be admitted that although Setra's corporate identity has adopted the philosophy of simplicity, the products have a very strong and eye-catching design. This supports the clear and uncomplicated design approach that Setra uses in creating its branding elements, while the bus is still waiting on the platform, and the passengers perceive the Setra brand as a safer bus compared to others.

Becoming a bus brand demanded by passengers by using communication and design.

This positive perception that the brand has managed to create carries the brand to a more prestigious position in the eyes of businesses that transport passengers within the city or between different cities by adding Setra buses to their fleet. The positive perception of the brand on the end consumer, the passengers, also strengthens the relationship between Setra, the manufacturer, and its own customers, and tourism companies that add Setra buses to their fleet invest in a reliable and efficient product.

The buses produced by Setra are also a reflection of a philosophy that is compatible with the brand's corporate identity. It is obvious that the La Linea design approach that the brand has implemented with its 400 series buses has brought a new era to bus designs. This design, which especially reveals itself with the characteristic line extending from the back to the front of the TopClass series buses, adds aesthetic detail to the profile appearance of the buses while also emphasizing efficiency, comfort and dynamism and strengthening the perception of aerodynamics. This design philosophy can also be seen in the 500 series buses that were released with the update of the 400 series buses.

Regardless of the series, the elegant, modern, strong but unnecessary ornament-free design that draws attention when the bus is parked on the platform or on the road promises to offer workmanship, quality materials, comfort and convenience with a high-level design. The details used in the exterior design of the buses and the materials used inside are very important details in terms of ensuring that the corporate identity can be perceived intuitively.

A first-generation Setra TopClass 400 series bus featuring inspiring "La Linea" design elements

Is removing unnecessary details from the design simplifying the job or revealing the essence of the brand?

It may not be difficult to prepare a plain and simple corporate identity, but adopting this as a philosophy, placing a logo visible from afar in the middle - front and back - upper part of the vehicle, to a functional support on the material used in the armrests used in buses, turning a corporate identity into a philosophy and achieving to melt the two in one pot is not easy at all in many ways; it requires investing in time, customers, suppliers and even the city and country where the business is intended to be done. Perhaps most importantly, it requires a large budget and multi-faceted marketing communication, which means that when we think of selling a travel bus, it is necessary to think a lot about this travel experience.

In the communications of brands that produce solutions for public transportation, we usually see activities developed with the aim of being in the city and being a solution to the chaos of the city, and we normalize this. Setra, which has been advancing on a communication model that is far from chaos and exaggeration after launching its 5 series buses, can be considered more minimalist among its competitors. People establish emotional connections more easily with those who are simpler, calm and open, this connection brings loyalty and trust, thus establishing stronger relationships with customers and increasing brand reputation.

This corporate identity used by the Daimler Group for the Setra brand is an inspiring and frankly master class result not only for brands that produce and sell buses, but also for every brand that is remotely related to this sector. In every element used in branding, there is trust in the buses we use while traveling in or out of the city, the reliability of the buses and the perception that the journey is made with a perfect vehicle. This brand design presented with the most minimalist approach possible not only makes Setra a brand known by everyone who loves to travel, but also contributes to the Setra brand becoming an object of desire for consumers. With its investments in innovation, technology, design and safety, Setra, which is under the Daimler Truck organization, seems to continue to make its customers feel a sense of trust and inspire admiration in its customers for years to come…