GotlandsBuss needed to refresh its visual identity to better reflect the company’s timeless appeal and deep connection to Gotland’s heritage. SIMON JOH® developed a new identity featuring a vibrant color palette and modern graphics, enriched with local symbols to anchor the brand in Gotland’s unique charm. A bold slab-serif typeface was chosen to give the identity a warm and approachable character. The new visual identity blends accessibility and local pride, helping GotlandsBuss reach a wider audience while strengthening its bond with the Gotland community.