Autoprevoz Banja Luka Concept
Client:
Role:
Branding, Visual Identity
Year:
2024
Overview
The company "Autoprevoz" Banja Luka is one of the largest transportation enterprises in Bosnia and Herzegovina, specializing in urban, suburban, and intercity passenger transport. Founded in 1945, it expanded rapidly during the 1950s, establishing regional and intercity routes, with the first inter-republican lines connecting Banja Luka with Zagreb and Belgrade. In 1950, it was officially registered as the City Auto-Transport Company "Autoprevoz." By the 1960s, the company acquired 40 hectares of land for its headquarters, becoming a leading passenger transport provider in the former Yugoslavia. Until the outbreak of the civil war in Bosnia and Herzegovina, Autoprevoz went through several reorganizations, and during the war (1992 1995), it operated with only 10% of its fleet under minimal working conditions. In 2012, Autoprevoz a.d. Banja Luka established "Neobas" d.o.o. Banja Luka, offering international passenger transport, tourism services, bus station operations, and the wholesale and retail of truck parts. Today, Autoprevoz remains one of the few companies in Banja Luka to have celebrated its 70th anniversary and continues to operate successfully.
Challenges
One of the main challenges was transforming the old, purely typographic logo from the 1950s into a contemporary visual identity without losing recognizability. It was necessary to create a symbol that communicates motion and dynamism while remaining simple and functional at all sizes. Aligning the typography with the geometry of the symbol required careful adjustment of angles, proportions, and spacing. Another challenge was implementing the city identification within the logo in a way that would not compromise readability or visual balance. Finally, ensuring consistency across all communication materials while prohibiting the use of italic fonts and excessive use of uppercase letters required clearly defined usage rules.
Our Approach
In designing the visual identity of Autoprevoz, the approach was focused on modernizing the existing brand while preserving its historical elements. A minimalist and functional design was used, where the symbol and typography are carefully aligned to create a harmonious whole. A new symbol was introduced based on an abstract reinterpretation of the letter "a," which conveys a sense of movement and dynamism key characteristics of public transportation. The "Bahnschrift" typeface was chosen as the primary font due to its readability, professional appearance, and compatibility with modern visual standards. All graphic components, including the logo, symbol, and city identification, were carefully positioned within a proposed grid system to maintain proportions and stability across various formats.
What did we achieve?
The final visual identity of Autoprevoz results in a modern, clear, and professional brand that is visually consistent and easily recognizable. The new typography and symbol combine traditional values with modern design trends, achieving a strong visual presence. The use of the grid system enables the logo to be scaled without loss of quality or compositional stability, which is crucial for consistent application across different media. The addition of the city identification "Banja Luka" further emphasizes the local context and strengthens the connection with users. The overall design conveys a sense of reliability, efficiency, and public responsibility.
