Case Study
Greyhound
From budget utility to America's ground-level discovery platform. 110 years, rediscovered.
America isn't meant to be seen from 30,000 feet. It's meant to be felt, witnessed, and discovered at ground level — where the real stories live.
The Challenge
An American icon running on empty
Greyhound serves 12 million passengers annually across 1,600+ destinations with the most iconic brand mark in American transportation — the running greyhound. Yet the brand feels stuck: a blue-grey institutional identity with zero energy or aspiration. While FlixBus captures digital-native travelers with modern UX and Amtrak commands the premium sustainable rail narrative, Greyhound's identity defaults entirely to budget utility. No emotional language about the journey, the landscape, or the experience of crossing America at ground level. No ownership of the sustainability angle despite being genuinely lower-carbon than flying.
Current identity — “Affordable Bus Tickets Across US, Canada & Mexico”
01
Visual identity reads as institutional and tired — blue/grey palette has no energy or aspiration
02
Brand narrative defaults entirely to budget utility, attracting no loyalty and no premium positioning
03
No emotional language around the journey, the landscape, or the experience of cross-country travel
04
Zero ownership of the sustainability angle despite being a genuinely low-carbon alternative to flying
Challenging: FlixBus / Megabus / BoltBus / Peter Pan / Amtrak
The Transformation
Before & After
AfterBeforeDrag the slider to compare
The Strategic Foundation
Reclaiming the open road
Brand Archetype
The Explorer
with secondary The Everyman
Greyhound embodies the pioneering spirit of American overland travel, connecting diverse communities across vast distances. The Explorer archetype captures both the brand's historic role in democratizing cross-country journeys and its future as the sustainable mobility choice for modern adventurers.
Brand Purpose
Greyhound exists to give every American the freedom to move — affordably, sustainably, and with the quiet magic that only comes from watching the country pass by a window at ground level. We connect the America that exists between airports.
Brand Vision
By 2036, Greyhound will be the defining land travel brand in North America — chosen not just for price, but for experience, sustainability, and the belief that the best way to understand this country is to cross it on the ground.
Brand Positioning
For The Road Believers who seek authentic connection to America, we are the ground-level discovery platform that transforms intercity travel into meaningful exploration because we combine cutting-edge digital transparency with 1,600+ destinations that reveal the real country between the coasts.
The Voice
America at ground level.
Your road-seasoned friend who's seen America's hidden corners, swaps stories easily, champions sustainable wandering without preaching, and finds poetry in highway diners and small-town stops.
Brand Manifesto
America isn't meant to be seen from 30,000 feet or through a windshield at 80 miles per hour. It's meant to be felt, witnessed, and discovered at ground level — where the real stories live.
For over a century, Greyhound has given millions the freedom to move through this extraordinary country, connecting dreamers to opportunities, families to reunions, and wanderers to their next chapter.
Every journey is an invitation to see what others miss: the small towns that built this nation, the landscapes that define our collective soul, the faces that remind us we're all traveling together.
We believe the best discoveries happen between destinations, not despite them. We believe sustainable travel shouldn't be a luxury. We believe every American deserves the freedom to explore, to connect, to grow.
This is more than transportation — it's transformation. Choose the road that opens your eyes, lightens your footprint, and reminds you why this country is worth crossing slowly.
Choose ground-level discovery. Choose Greyhound.
Message Pillars
Voice Personality
Formality
Enthusiasm
Boldness
Innovation
Playfulness
Power Language
Trust
reliable / consistent / proven / transparent / accountable / steady / committed
Action
discover / explore / connect / journey / venture / roam / wander
Emotion
authentic / wonder / belonging / freedom / curious / genuine / welcoming
Innovation
seamless / intuitive / effortless / smart / streamlined / fluid / adaptive
“Take the road less rushed. Book your ground-level American discovery today and travel the way that matters.”
Color System
From 3 colors to a complete system
Before
Greyhound Blue
#0D47A1
Silver Gray
#9E9E9E
White
#FFFFFF
Only 3 colors. Limited emotional range.
After
TriadicCross-Country Current
Typography
From generic to distinctive
Before
Affordable Bus Tickets Across US, Canada & Mexico
Greyhound provides affordable and reliable long-distance bus transportation across a vast network of routes in the United States, Canada, and Mexico.
Utilitarian sans-serif with institutional tone and no distinctive personality
After — Contrast Pairing
Rubik — Headings
Ground-level America, rediscovered.
Aa Bb Cc Dd Ee Ff Gg Hh
Regular — Ground-level America, rediscovered.
SemiBold — Ground-level America, rediscovered.
Bold — Ground-level America, rediscovered.
Lora — Body
America isn't meant to be seen from 30,000 feet or through a windshield at 80 miles per hour. It's meant to be felt, witnessed, and discovered at ground level — where the real stories live.
Lora · Weights 400–700
Visual Identity System
A complete visual language
Logo System
Brand Color
Reverse
Monochrome
Vertical
Icon Only
Brand Patterns
3×3 Tile PreviewHorizon Flow
Organic flowing lines evoking the movement of landscapes seen from a bus window
3×3 Tile PreviewCrossroads Weave
Geometric interlocking paths symbolizing the network of routes connecting America
3×3 Tile PreviewTerra Spark
Abstract energy patterns inspired by the diverse terrains crossed on American journeys
Custom Iconography
Style: Flat
Journey
Connection
Discovery
Authenticity
Pioneer
Accessibility
Brand in Action
The brand applied across touchpoints
Brand Values
The principles that guide every interaction
Discovery
We believe the journey itself is the destination — celebrating the unscripted moments, hidden landscapes, and authentic encounters that happen when you travel at ground level.
- •Design routes that highlight scenic corridors and cultural landmarks
- •Create content showcasing the unexpected beauty of American landscapes
- •Build digital features that surface interesting stops along journeys
Sustainability
We're committed to being the conscious choice for American travelers — transparently owning our role as the lowest-carbon way to cross the country.
- •Provide carbon-transparent routing comparing environmental impact to flying
- •Invest in fleet electrification with clear public timelines
- •Communicate sustainability credentials prominently at all touchpoints
Connection
We bridge the distances between communities, cultures, and people that other transportation overlooks — honoring our role as America's democratic transit network.
- •Maintain service to rural and underserved communities
- •Design terminals as welcoming spaces reflecting local character
- •Tell stories of the diverse Americans who rely on Greyhound
Authenticity
We embrace our real American story — the grit, the glory, and everything in between. Being honest about our past, transparent about our transformation.
- •Use real passenger stories in marketing rather than aspirational fantasy
- •Communicate honestly about improvements and operational realities
- •Preserve heritage elements while modernizing thoughtfully
Adaptability
We evolve to meet modern travelers where they are — combining 110 years of operational wisdom with cutting-edge technology and customer-first innovation.
- •Continuously modernize the digital booking experience
- •Upgrade fleet with modern amenities like Wi-Fi and power outlets
- •Experiment with premium tiers and flexible ticketing
Impact Analysis
AI Brand Analysis Scores
Scores generated by our AI analysis engine measuring brand coherence, audience alignment, and strategic effectiveness.
Emotional Connection
AI-analyzed audience resonance score measuring connection with the Road Believers demographic
Brand Coherence
Overall alignment across purpose, values, positioning, archetype, and visual identity
Essence Alignment
How well "Ground-level America, rediscovered" resonates across all brand elements
Success Probability
AI-projected likelihood of the rebrand achieving its stated objectives within 36 months
Full Brand Guidelines
Explore the Complete Brand Book
Dive deeper into Greyhound's rebrand — from voice guidelines to design tokens, every detail is documented in the interactive brand book.
View Brand BookReady to transform?
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