DiDi Chuxing

A world-leading mobility platform


  • Technology & telecommunication


  • Brand identity systems (CI/VI)
  • Interaction and experience design (UI/UX)
  • Dynamic design guidelines
  • Web and app design

Founded in 2012, DiDi Chuxing grew from a taxi-hailing app into one of the largest and fastest-growing intelligent mobility platforms in the world. With more than 550 million users taking 30 million rides per day, it now boasts an ever-growing range of “one-stop” mobility services, ranging from ride hailing and car/bike sharing to rental and after-market services.


The situation

We needed a more consistent visual structure to achieve “one brand, one voice.”

The company’s stunning growth had outpaced its brand management capacity, resulting in a highly fragmented brand image. DiDi needed a consistent, unified, flexible branding system as it pursued global ambitions.


Our strategy

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 master brand 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 master brand
  • Designed and streamlined the visual assets for the master brand 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
Image17 HG

Our solution

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.


Need more information?

Contact MetaDesign Beijing +8610 85 88 32 58