Interbrand brands Italy's rail travel app Nugo

Ferrovie dello Stato Italiane, Italy's railway operator, launched a new travel app back in June. It is called Nugo, a name and brand developed by Interbrand Milan.

Nugo is not only a travel booking app, it is a way for FS Italiane to "accelerate the group's strategic pathway towards redefining the mobility experience", which means they want more Italians to take the train and leave their cars at home. The big innovation seems to be that you can now book tickets that in addition to trains also include buses, ferries as well as car and bikesharing.

The basic concept for the brand is "living mobility". The name is a combination of "new" (nouvo?) and "go". The logo is made up of circles, with extra circles on each side as wheels, representing mobility.

As part of its 2017-2025 industrial plan, FS Italiane established a critical goal: To become the leading authority on mobility. A strategic partnership with Interbrand was forged that has led to the launch of nugo, a new digital platform that goes beyond a simply technological approach to helping accelerate the group’s strategic journey towards redefining the mobility experience.

The first step towards achieving that goal was to analyze the competitive scenario, the requirements of its target audience and the assets of the Gruppo FS Italiane in order to pinpoint a credible, relevant and differentiated brand positioning: “Real and right experiences on the go.”

From the new name, which blends the concepts of “new” and “on the go” with “personalisation” (assonance with you), to the visual language, user experience and service innovation principles, Interbrand and FS Italiane have created a fully-fledged brand ecosystem that redefines the concept of “living mobility.”

The logo is framed by two circles, an abstract representation of all of the wheels and mobility services that nugo links together. The geometric font, bright colors and simple interface all help to create a fresh and contemporary experience.
- Interbrand

Launch spot by Saatchi & Saatchi:

Interbrand press release
FS Italiane 1
FS Italiane 2