Motiva, the former CCR group, began to display its new brand on cable stations.
The expectation is that by July the name ViaQuatro — the concessionaire of the group responsible for line 4 — will be replaced by Motiva, as well as the logos spread across the extension.
By definition in the São Paulo subway system manual, yellow, which gives the line its name, continues to be predominant. But the indigo of the new name and the letter M in the shape of waves are starting to gain space at the Pinheiros and Morumbi stations.
Vanessa Duarte, the group’s Communications Director, states that the goal is to stamp the new visual identity in 2026 on rail projects in São Paulo, that is, on line 5-lilac, on the subway, and on lines 8-diamond and 9-emerald, on the metropolitan train — all managed by ViaMobilidade, another arm of the group. The name ViaMobilidade will also cease to exist.
The change still depends on approval from Artesp, the state government regulatory agency.
The name change from CCR to Motiva took place in April last year. After the offices, the visual change begins to be made on the company’s highways and rail transport concessions — in addition to metro line 4, the brand is being printed on Anhanguera and Bandeirantes roads.
“The change will be in identity, in identification, but the signage remains the same”, says Duarte. According to her, the new brand will be visible in places such as ticket booths, cup holders and possibly on stair steps, already used for advertising.
The look of the glass on the platform doors, currently called ViaQuatro, will be cleaner.
A lilac stripe will be printed on the sides of the trains, as well as the brand’s M on the front of the trains. The cost of the changes was not disclosed.
In 2025, when announcing the name change, the group stated that it had invested R$4 million just in defining the new brand.
The visual change in the subway comes amid the announcement of the company’s plans to obtain a partner for its rail projects.
During a conference with analysts and investors last year, the executive president of Motiva, Miguel Setas, stated that — last year, the company transferred its airport operations in Brazil and abroad to the Mexican group Asur — the attention would fall on the rail lines.
“The schedule depends on clarifying the ‘valuation’ of this (rail) platform…we want to maximize the value in a possible sale of participation”, stated Setas at the time. The idea is to get a minority partner.
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