“Cities need mobility that facilitates, simplifies and helps people and their objects get where they want and when they want with the least possible impact. Our business strategy is evolving in this direction, and our brand had to be aligned with this objective in order to achieve it.”
During the presentation, Cabify highlighted "the company's strong commitment to building a mobility that we can believe in and that is based on three brand pillars that underpin its positioning and business priorities: focus on people and the city; superior commitment to quality and safety; and sustainable vision."
“We are constantly looking for ways to reinvent urban mobility and offer alternatives to real needs. Therefore, strengthening our brand is key to connecting with our users, generating trust and driving change towards a mobility we can believe in. We have all imagined at some point what we could do with the space occupied by the thousands of vehicles parked on the streets and, thanks to technology, we have the ability to improve the city, day by day, at our fingertips,” said Natalia Ruda.
A new logo for Cabify
This repositioning of the brand strategy has been led internally denmark business email database by the Cabify team under the leadership of Natalia Ruda, in collaboration with the strategic consultancy BrandFor. As for the evolution of the visual identity, it has been developed entirely by the Cabify design team, under the leadership of Carlos Tallón , Vice President of Design at Cabify. The company set out to ensure that the evolution of the visual and verbal identity was aligned with the brand strategy and its “mobilising, professional, committed and creative personality”.
"The evolution of the visual identity consolidates everything we have built up to now, being respectful of our past but working on each of the elements to guarantee a solid brand identity that transmits security and facilitates people's mobility," explained Tallón.
To achieve this, a more accessible line inspired by the city has been developed on a visual level, which makes users the protagonists and places the street as the main stage. “The aim is to gain clarity, simplicity and proximity. The colour palette increases its vitality, giving more life and intensity to the communication materials,” explains the company.