What we did
FOUR developed a bold and distinctive brand identity for Kuba, striking the right balance between contemporary design and timeless trust. Drawing inspiration from logo styles of the 1970s - an era known for confident simplicity - we created a visual identity that feels instantly established yet future-facing. The design speaks to innovation while preserving the heritage and dependability of the brand.
The Challenge
The main challenge was creating a visual identity that could launch a new product into a competitive market while making it feel like a natural evolution of something already familiar and dependable. We had to avoid the ‘too new to trust’ trap and ensure that Kuba appeared as a modern solution without seeming untested or fleeting. We also needed to design something versatile enough to work across digital platforms, printed materials, and international markets.
Results
The final identity is strong, solid, and stylish, which is precisely what Kuba needed to stand out while aligning with ICM Mobility Group’s global reputation. It provides instant brand recognition and positions Kuba as a serious player and potential new standard in the ticketing space. The brand’s visual confidence supports Kuba’s promise of efficiency, flexibility, and scalability in the global transport system.
Reflections
This project demonstrates the power of branding to build trust before a product even hits the market.
By pairing visual clarity with subtle cues from design history, we helped Kuba establish itself as both a disruptor and a dependable partner.
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On board with a future-focused brand for Kuba
Brand Identity
Web Design
Brochure Design
As a new addition to the ICM Mobility Group, KUBA is a global leader in ticketing systems and holds a presence in over 100 cities and regions.
Kuba needed a brand that reflected its position as a modern, scalable, and flexible solution for the transport sector. The challenge was to create a brand that felt fresh and new, while also projecting trust, reliability, and authority in a market where credibility is key.