The veteran public transportation company, which still holds 28% of the bus lines in Israel, is undergoing a rebranding.
As part of the move, each division in the company will receive a different color, so Egged buses on public transport lines will, for example, have a different color than Egged shuttle buses, while continuing with the green color with a graphic refresh. The light rail operated by Egged Metro, the new name for Tevel, which runs the Red Line in the center and, starting in 2028, will also operate the Purple Line, will receive a separate color from both. The first buses in the new livery will hit the road this coming April, in three months, but completing the color replacement will take additional time.
Egged was founded in 1933 as a cooperative, and since 2022, control has been acquired by the Keystone fund and the teachers' and kindergarten teachers' pension funds. Egged is now organized as a group, and the move aims to emphasize that it is not only involved in operating bus lines in Israel but also light rail, private shuttles, a network of garages, bus leasing, real estate activity, and bus lines in the Netherlands and Poland, where it already operates more than 1,100 buses and employs over 3,000 people.
The new logo features the mythical letter "א" (Aleph) designed as two arrows in motion, with a circle around it symbolizing international expansion. The leading color, gradient blue, distinguishes it from the traditional green of Egged Public Transport and expresses, according to the company, "strength, internationalism, and sovereignty."
The move coincides with the launch of Egged’s “egg” app, which has reached 400,000 downloads, and allows direct digital payment from the mobile device, loading and displaying digital tickets, booking tickets for intercity trips (such as lines to Eilat), as well as integrated customer service for reporting malfunctions, questions, and improvement suggestions.
Keren Laserovitz, VP of Marketing, Customer Relations, and Communications at the Egged Group: "This is an exciting moment for the Egged Group. After almost 30 years, we are launching a new branding that reflects the change we have undergone, from a bus company to a multi-branch global transportation group. While in the past movement and travel from place to place were slow, complex, and uncontrollable, the Egged Group adapts to the urban space of the 21st century, characterized by flexibility, dynamism, and elasticity, all under control. To lead in this reality, we developed a 'new umbrella' strategy called 'Egged Group.'"
The new branding was executed by Eureka, the independent branding unit of the Gitam BBDO Group, led by CEO Meirav Peled.