To address new competitive dynamics and a rapidly changing mobility landscape, Mitsubishi Fuso Truck and Bus Corporation was starting a major new chapter: turning their bus business into an independent company – FUSO BUS Co., Ltd. To accelerate innovation,  Mitsubishi Fuso Truck and Bus Corporation had forged a new partnership with Taiwan-based Foxconn and needed an identity that could signal change without losing the legacy and recognition built into the FUSO name. 

The resulting brand brings these two ideas together: a strong connection to legacy, combined with a clear sense of forward movement and transformation. 

At its center is a distinctive logo combining several elements of the brand story: to the left an F for FUSO, a reference to the leaves of the Fusang tree from which the FUSO name derives, and to the right, half of a Mitsubishi three-diamond mark. Together, they form a forward-moving arrow, connecting the brand’s heritage with innovation and a more sustainable future.

Around this logo, we developed a clear visual system, guiding logo and logotype usage, color, typography, advertising, video, signage, co-branding and corporate applications. The guidelines were designed to balance consistency with flexibility, giving teams across different markets a shared visual language while allowing the identity to adapt to local requirements and communications. 

The result is a distinctive and coherent presence for the new FUSO BUS Co., Ltd., rooted in its history, but designed to move confidently into the future.