Cabify, the Spanish ride-sharing company present in Spain, Portugal, and Latin America, says goodbye to its app icon and unveils a new brand identity with people and sustainable cities at its core.
The redesign has been developed by Cabify’s content and design teams led by Carlos Tallón, Vice President of Design, with the support of the strategic consultancy BrandFor.
The new design system follows Cabify’s new sustainable business strategy: prioritizing the role of people in cities by inspiring and offering a different face of the urban ecosystem – cities at the service of people.
The new logo, which not only replaces the previous logotype but also the app icons, represents the journey that people and objects make when using Cabify.
The wordmark keeps the ‘fy’ ligature but features a geometric one-line stroke design and a new deeper purple called Moradul.
A concept that feels weirdly similar to Uber‘s 2018 redesign when it replaced its app icon with a new logo design inspired by the roads.
Cabify has also created its first custom corporate typeface called ‘Cabify Circular’. A(nother) geometric sans-serif font in the world of contemporary brands.
The new design system is inspired by the different shapes and sizes of the city blocks where Cabify is present. 🏡
C’mon concept development! Brands justifying their design decisions with concepts that make sense always makes me happy, but sometimes y’all try too much. Who would have guessed those shapes are city blocks? It needs more context to make it obvious.
The brand has also updated its illustration style with the help of the design agency Sensa. The new style follows the new geometric look of Cabify by creating all the illustrations from a circle and straight lines.
My Final Opinion
Overall, the new visual identity gives the brand a friendlier look. The “city block” concept, even tho it is a little bit of a stretch, gives the brand a solid base to expand the design system.
Another advantage is how they brought the geometry of the logo to other assets, such as typography and illustrations. I guess the only downside for me is that the new logo is too close to Uber’s, which is not good when it’s one of your main competitors.
What do you think? Let me know your F opinion in the comments 👇