Forest green and vibrant turquoise, with the logos of Bus.es and the Ministry of Transport and Sustainable Mobility. This will be the image of state buses from now on, according to the resolution approved by the General Directorate of Road and Rail Transport, with the intention of generating coherence throughout the network and reinforcing itself as a modern, identifiable public service aligned with the principles of sustainable mobility, territorial cohesion and quality.

As the portfolio has announced and has been published in the Official State Gazette (BOE), the new image must be incorporated into the buses assigned to the network of public services for permanent regular transport and general use of road travelers that are owned by the General Administration of the State.

The new visual identity will be applied to contracts that are tendered after the resolution onwards, as well as those after January 1, 2026 pending award. With this, the visual identity in force since 2011 is updated, which mainly consisted of the name of the network, Bus.es; the subtitle “Buses of Spain”, and three waves in red and yellow.

The new image is more complete and sophisticated. The logo is renewed, which now includes the silhouette of a bus with the letter “e”, which evokes movement and country identity and the purpose of the network to connect places and people. The color palette is also updated with forest green, which seeks to convey solidity, balance and connection; and bright turquoise, which aims to provide freshness, innovation and dynamism.

In addition, the typography is now more rounded and modern, which seeks to convey the human character of the brand and project a friendly and contemporary image. Altogether, the logo poses a visual metaphor of the encounter, of the journey that unites people with their destinations.
It is accompanied by the claim “Connecting Spain”.

This logo must appear on the front part of the body, as well as on the rear, and on the upper part of the sides. Similarly, the logo of the Ministry of Transport must also be visible on the rear part of the body and on the lower part of the sides.

For its part, as indicated by the BOE, in the front, rear and central part of the vehicle, under the side windows and attached or directly painted on the body, spaces are reserved for the signage established by the operator, and advertising elements may be placed in accordance with the provisions of the General Advertising Law.

The Official State Gazette contains technical specifications for the placement of the different elements, and the ministry reminds that the application of the new badges must respect the rest of the vehicle’s mandatory signage and not interfere with other legal or regulatory requirements. The implementation of the new identity can be carried out progressively.

With the establishment of the new image, the prominence of Bus.es rises as an umbrella brand for state road transport. Until now, the image of the network had been relegated to the background, in the shadow of the identity of the private companies that operate the service, such as Avanza, Samar or Alsa. Now the State gains greater presence and brand relevance over the concessionaire operators.

The new image involves the establishment of a marketing logic and an institutional branding strategy at the country level for this type of mobility. Hundreds of vehicles are standardized and unified under a single identity with the intention of ending identification fragmentation and moving towards a coherent user experience.

The movement establishes a greater balance between public and private brand images. Although there will be greater homogenization of the aesthetics of the vehicles, space is also reserved for the branding and advertising of the operators.
For private companies, the result will be a fleet with different visual identities depending on who owns the service.

The renewal of the image accompanies the decision to reorganize the concession map, which currently serves nearly 2,000 municipalities throughout the country. The Ministry of Transport assures that it will maintain all current stops and routes, but will renew state concessions with the launch of bidding procedures. It maintains that these will respect the current legal conditions and promote fair competition between concessionaire companies.

The objectives of this are, according to the portfolio, the general reduction of fares, the promotion of direct routes while maintaining current coverage, greater legal security for companies, improvement of sustainability through the renewal of fleets and improvement of services through new communication and ticket marketing channels, as well as the implementation of intelligent transportation systems that facilitate information to the user.