Simplicity and a clear identity.
Rooted in the concept “More is Less”, we devised a dynamic branding outlook, using distinct color schemes and image styles to identify the Masterbrand and sub-brands values. As a result, DiDi’s entire branding framework became clearer, allowing customers to instantly identify different types of services. In addition to a stronger, more unified brand, this work made their core product – the DiDi Chuxing app - far easier to navigate and use.
What we did
- Developed an entirely new logotype for the DiDi Masterbrand
- Designed and streamlined the visual assets for the Masterbrand and different business units/services under it: from fonts to colors, image style to illustrations.
- Consolidated the new identity in a set of clear and easy to use bilingual guidelines
Unified DiDi’s voice during a crucial moment in its plans for further expansion across China and into 6 new markets including Australia, Brazil, Mexico, Japan, Hong Kong and Taiwan.