Cape Verde’s Transit Culture: Why Buses Use Global Logos
On the island of Santiago, Cape Verde, you don’t just catch a bus; you catch an ‘Adidas,’ a ‘Nike,’ or even an ‘Emirates.’ In a unique cultural quirk of the archipelago’s transport system, drivers of “hiaces”—the ubiquitous 15-seater collective vans—have swapped traditional route numbers for the logos of global fashion houses and international airlines.
A Branding Strategy for the Streets
For decades, these transit vans have been the lifeblood of Cape Verdean travel, but their identical appearances posed a problem for commuters. The solution? Branding. Drivers decorate their vehicles with iconic logos to help passengers distinguish one van from another at the crowded “Sucupira” terminal in the capital, Praia.
“Ever since I started working, it has always been like this. I am passionate about Adidas,” says 64-year-old driver José Paiva. His van features the famous three stripes, and he often completes the look by wearing the brand’s tracksuits and hats. “Passengers ask right away: ‘Has the Adidas arrived yet?’ They look for the brand more than the license plate.”
More Than Just a Name
The choice of logo is often deeply personal. Aguinaldo Mendes, 47, has been driving the ‘Dsquared’ since 2015. He says the branding ensures he never loses a passenger, even the most distracted ones, as they recognize his van from a distance. Meanwhile, 28-year-old Bruno Brito drives the ‘Emirates’ as a tribute to the airline, saying, “I feel like my car is like an airplane.”
For others, the brands represent aspirations. Hélder Lopes, 32, drives a van branded with ‘TAP,’ the Portuguese flag carrier. He explains that his cousin, the vehicle’s owner, chose the name during a time when he was struggling to get a travel visa. “He said that since he had never been on a plane, he would put TAP on the car. Shortly after, he actually got to travel on the real airline,” Lopes recalls.
A Local Legend
The practice has become so ingrained in Cape Verdean culture that locals and frequent visitors alike find “naked” vans unusual. “I don’t even find it strange anymore. What’s strange is a hiace that doesn’t have a brand,” says Décio Vilarinho, a frequent traveler to the island. He notes that the system conveys confidence; if he doesn’t see the ‘Adidas’ van at the terminal, he knows he’s missed his ride.
In towns like Assomada, the trend extends beyond vans to open-box pickup trucks. Amidst chrome rims and the upbeat rhythms of *funaná* music, stickers for ‘Louis Vuitton,’ ‘Gucci,’ and ‘Chanel’ compete for attention alongside religious slogans like “God in Control.”
While these global corporations may not be aware of their “sponsorship” of Cape Verdean transit, the drivers and passengers have turned trademarked logos into a functional, colorful, and essential part of the nation’s daily commute.
Image: Pexels – Hape Monaheng
