Alexander Dennis unveils new brand identity and opens Trident House facility

Alexander Dennis has launched a new brand identity that aims to convey the company’s agility and innovation in the transition to zero emission mobility, at the same time as officially opening its new Trident House facility in Farnborough.

Alexander Dennis president and managing director Paul Davies says: “This is a defining moment for Alexander Dennis as we position ourselves even more clearly to our customers, suppliers and stakeholders.

“Our new brand identity sets out the values by which we measure ourselves. We exist to move people by designing, manufacturing and supporting the most reliable buses and coaches in the market. We use technology to be cleaner, greener, quieter and the choice for transport companies around the world. Our strong heritage proves that we will continue to deliver, time and time again.”

According to ADL, Trident House will be critical to taking forward the company’s new product development agenda and zero emission mobility ambitions, housing experts from across the business in engineering and test and development, as well as other key business teams who will underpin future success for the company. 

Trident House takes its name from the iconic Dennis Trident low-floor chassis, which revolutionised accessible double-deck buses in the UK and across the globe in the 1990s. Legacy preservation was a key consideration in the design of the facility, which will also have a museum honouring the heritage of the Dennis brand and the people, knowledge, passion and expertise it encompasses.

Development of the new ADL brand identity was led by group marketing executive Marina Matošević: “Over the past year, we’ve had a very collaborative process involving team members across the entire business in which we analysed and determined who we will be as a company in the next ten to twenty years. This forward-looking spirit is distilled in our new identity.

“We have assembled a brilliant team of brand ambassadors in every business function who will support colleagues in the roll-out, and if their excitement is anything to go by, this new brand identity will be the start of a brand new chapter for Alexander Dennis as we continue to ensure that investment in cleaner transport benefits our communities as much as the environment.”