Verbal identity
HOW WE REFER TO OURSELVES
CAF's origins date back to 1892 in Beasain. Industrial workshops were set up there for repairing and assembling wagons. It was in 1917 when the "Compañía Auxiliar de Ferrocarriles, S.A.", i.e. CAF, was officially founded. Later it was renamed "Construcciones y Auxiliar de Ferrocarriles" and the same name was included under the brand name.
The CAF logo, which has survived almost intact until today, is based on the lines, angles and layouts used by the draughtsmen in their original train and wagon drawings.
The Group will be referred to as “CAF”, reserving the name “CAF Group” for legal or administrative purposes only. The word “CAF” must always be written in uppercase.
THE CAF LOGO, WHICH HAS SURVIVED ALMOST INTACT UNTIL TODAY, IS BASED ON THE LINES, ANGLES AND LAYOUTS USED BY THE DRAUGHTSMEN IN THEIR ORIGINAL TRAIN AND WAGON DRAWINGS.
our tone of voice
The importance of our brand’s verbal communication lies not only in the content of our messages, but also in how they are presented. Our style of expression reinforces our personality traits and differentiates us, making us more recognisable.
Therefore, defining and consistently applying CAF’s communication tone makes a significant contribution to achieving the desired brand positioning.
We are partners. We have a personal and accessible relationship with our customers. We make every effort to be available for them. This is one of our defining attributes.
We are experts in our field. We talk about what we know, and we know what we're talking about. We are sincere and focus on our expertise. We are assertive, direct, and precise.
We show that we're restless, we're always anticipating and creating what will come next. We're always aware of future mobility needs. We take the initiative and act to make things happen. We work meticulously and tenaciously. We are engineers and designers, as well as being dynamic, active and attentive to detail.

OUR MANIFESTO
THE JOURNEY IS ALWAYS BETTER
TRAINS
BUSES
SIGNALLING
COMPONENTS
SERVICES
A message that refers to the wide range of solutions we offer.
We will always write it in English, regardless of the language used in the communication piece. This element is usually placed in the bottom left corner and does not compete with the claim.
It may or may not include a diagonal. Its graphic form depends on whether more presence is required.
The above two concepts will also prevail in the other brand messages, such as the cover
statements on the main solutions offered by CAF:











