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.
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.
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
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.