At the heart of the Languedoc coastline, the Communauté d’Agglomération Hérault Méditerranée brings together 20 communes and almost 83,000 inhabitants. In this attractive, fast-moving region, sustainable mobility is a key challenge for supporting development while preserving quality of life.

Operated by Keolis, Cap Bus is the Agglo’s public transport network. It serves all communes with 5 regular routes, 4 on-demand routes and summer services adapted to seasonal flows. With 675,000 journeys by 2023, a fleet of 19 vehicles and a central depot in Agde, the network has established itself as a key player in the transport sector, serving both residents and visitors.

Against a backdrop of network and infrastructure development, notably with the future Agde multimodal interchange hub and the new Pézenas bus station, the legibility of the offer is becoming a major challenge. The overhaul of the Cap Bus identity aims to clarify and structure services within an intuitive and accessible system, making it easier for as many people as possible to make the most of the network.

Conceived as a public service tool, the new identity supports the vision of the “Cap sur 2030” territorial project and contributes to making Cap Bus a lever for cohesion, attractiveness and the transition to a more fluid, accessible and sustainable territory.

The storytelling of an identity in motion,
that connects the territory

At the heart of the region, the Hérault River naturally links north and south, from Pézenas to Agde. It has always structured the landscape and brought people together. This symbolic force becomes the foundation of Cap Bus’ brand narrative: to connect, to bring together, to set in motion.

Like the river and its banks, the Cap Bus identity is built around two parallel lines that symbolize the territory and the path taken by its inhabitants. Between them, the Hérault flows like a hyphen. This graphic system conveys continuity, passage and exchange: a fluid network, designed to accompany every journey and connect experiences.

The area is also distinguished by the singular union of three waters: the sea, the Canal du Midi and the Hérault. This historical signature is reflected in the identity of the Agglomération and in Agde’s coat of arms. This triple dimension inspires the promise of Cap Bus: interconnecting mobility (rail, bus and soft mobility) to create a coherent, high-performance ecosystem.

Cap Bus is a brand on the move, becoming, like the river, the current linking multimodal hubs, facilitating daily life and creating links between residents, visitors and destinations.

A clear, unifying brand architecture

Cap Bus’ brand architecture organizes and clarifies the entire network. It prioritizes services, clarifies their links with the brand, and ensures a simple, intuitive and coherent reading. Each service is immediately identifiable, while remaining part of a unified whole.

At the top, Cap Bus conveys the vision of the Communauté d’Agglomération Hérault Méditerranée and federates all its offerings. The main brand acts as a clear point of reference for users and embodies a reliable, recognizable service.

The range is complemented by service brands to meet specific needs, so you can quickly identify the right solution for each application.

Through this architecture, Cap Bus asserts its role as a structuring network serving the region.

An identity that can be lived and recognized

At the heart of the identity, the two parallel lines become Cap Bus’ strong, distinctive sign. Expressed as a graphic motif, they evoke the fluidity of travel, the movement and energy of the region (the Hérault, the Canal du Midi, the Mediterranean Sea) and provide a visual signature immediately identifiable on all media.

These lines come to life in the illustrations, transforming the concept into a living graphic language. Modular and scalable, they give rhythm to communications, bringing personality and coherence to every message, and creating a recognizable and distinctive universe for every campaign.

The photographic universe extends this identity with authenticity and proximity. Immersive and luminous, the images capture the diversity of users and the fluidity of everyday life, both inside and around the buses. They convey the promise of accessible, user-friendly mobility, deeply connected to the region, where everyone can see themselves reflected and recognized.

Finally, the tone and composition of the messages embody this identity. Short, punchy and written in the first person, the messages play with the concept of the two lines and call for action. Friendly, dynamic and close to everyday life, they make Cap Bus a genuine mobility partner, intelligent, human and committed to the region.

A dynamic and recognizable template system

Cap Bus communication materials extend the core of the brand identity. The two parallel lines of the logotype, symbols of the territory and the connections offered by the network, become the central element of the template. Enlarged and placed in perspective, they create depth and dynamism, while serving as a functional framework for logotypes and messages.

This system guarantees immediate consistency with brand identity, and enhances the legibility and visual impact of each medium. Flexible and scalable, it adapts to all formats, from printed posters to digital publications on social networks.