Alexander Dennis has opened its new Trident House facility in Farnborough (South of England). And, in the meantime, the company launched a new brand identity that is meant to emphasise the company’s agility and innovation. In this concern, AD24 becomes the name for all the manufacturer’s Aftermarket support.

The new Trident House facility “will be critical to taking forward the company’s new product development agenda and zero emission mobility ambitions, with the innovative hub 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”, ADL says.

The refreshed Alexander Dennis, Plaxton and AD24 logos will be rolled out gradually over the coming months, replacing the existing identity that had been in place since Alexander Dennis was established in 2004.

Alexander Dennis new facility in Farnborough

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 additionally have a museum honouring the heritage of the Dennis brand and the people, knowledge, passion and expertise it encompasses.

To mark the start of a new era for Alexander Dennis, Trident House was officially opened by Paul Soubry, NFI President and CEO at a company-wide ribbon cutting ceremony.

Alexander Dennis President and Managing Director Paul Davies said: “Our people are our most precious resource and even in these very challenging times, we have invested in creating a modern, bright working environment to benefit our valued team members, providing them with the space, support and services they require to be able to do their jobs to the very best of their abilities. Trident House underlines our commitment to the UK market and to the recruitment and retention of the essential highly skilled jobs that will underpin the transition to zero emission mobility. We are incredibly proud of our history with Dennis having been established in 1895. Trident House is a positive reinvigoration of the Dennis brand which always has been synonymous with chassis innovation and engineering expertise. Our heritage and proven track record will play an important part in continued our business growth, both domestically and internationally, as well as providing a strong differentiator for Alexander Dennis compared to new market entrants.

Alexander Dennis new brand identity

New logos reinvigorate the established and well-loved Alexander Dennis and Plaxton brands, supported by a cohesive and crisp visual identity across all brand touchpoints. AD24 becomes the name for all the manufacturer’s best-in-class Aftermarket support, including spare parts, field service, call centres, workshops and training, as well as the online platform providing access to them.

The new Alexander Dennis brand identity “characterises an automotive company that is at the forefront of its industry and firmly looking ahead. The lively colour gradient of the monogram symbolises Alexander Dennis’s unique ability to respond to customers’ individual requirements, while the wordmark acknowledges the heritage of the company name and recasts it in contemporary style befitting of the British bus industry’s innovation leader”, as the company itself makes clear.

Alexander Dennis President and Managing Director Paul Davies said: “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.”

Development of the new 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.”


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