# Telepass new logo (2021)

> Telepass launched a new logo in Feb 2021. Feb 2021: italic uppercase Telepass in outlined yellow box replaced by rounded yellow shape with play-arrow symbol and title-case wordmark (TBWA\Italia).

## Key facts

- Brand: Telepass
- Launched: Feb 2021
- What changed: Feb 2021: italic uppercase Telepass in outlined yellow box replaced by rounded yellow shape with play-arrow symbol and title-case wordmark (TBWA\Italia).
- Why: Telepass said the new identity reflects its evolution toward integrated, safe and sustainable mobility.
- Industry: Fintech
- Logos: https://rebrandlog.com/logos/telepass-2021/before.svg (before), https://rebrandlog.com/logos/telepass-2021/after.svg (after)

## The rebrand, explained

Telepass, Italy's electronic toll and mobility payment brand, chose a ski resort for its reveal. Corriere delle Alpi reported on 21 November 2020 that, when announcing its partnership with the Cortina 2021 world championships, the company presented a new logo that would be applied from 2021 to its website, social channels and all communications. According to the paper, the identity was meant to reflect Telepass's evolution toward integrated, safe and sustainable mobility.

The paper described the changes in detail. An arrow was added as a reminder that Telepass is aimed at the future, with a mission to make people's lives easier through a new mobility experience. The yellow and blue colours were confirmed, said to underline sustainability and innovation. The introduction of lowercase letters and the rounding of the essential shapes was intended to bring out the symbolic value of the new letter T of Telepass.

The public debut came at the Alpine World Ski Championships in Cortina, held from 7 to 21 February 2021, where Telepass was presenting sponsor. Brand News reported that TBWA\Italia, Telepass's creative partner since 2017, had retained the account after a pitch and devised a new positioning summed up as There is a new Telepass, keeping pace with your life, which accompanied the restyled logo with its arrow, a symbol of the brand's projection toward the future. The tone of voice would also become more direct and conversational. TBWA's Domenico Grandi said the pitch had been played on the terrain of innovation and that Telepass's goal was to build the future of mobility.

The restyling is careful to the point of timidity. Keeping yellow and blue protects a brand whose colours are its most familiar asset, and the move to lowercase and rounder forms is the standard softening every service brand applies when it wants to seem friendly. The arrow carries the whole message, and an arrow for a mobility company is about as literal as symbolism gets. Still, the job here was not reinvention. Telepass needed to look like more than a toll device without scaring its customers, and a familiar palette with a forward pointing mark does exactly that, competently and forgettably.

In short: An arrow for the toll badge.

## Sources

- https://www.telepass.com/it/gruppo/news-eventi/telepass-presenting-sponsor-cortina-2021
- https://www.adcgroup.it/adv-express/news/gare/tbwa-italia-vince-la-gara-telepass.html
- https://brand-news.it/brand/servizi/utility/tbwaitalia-si-riconferma-partner-per-la-comunicazione-di-telepass-che-rinnova-il-logo/

## Cite this

Rebrand Log, "Telepass new logo (2021)", https://rebrandlog.com/rebrand/telepass-2021/, last updated 2026-10-21.