The latest version of the Careem logo was launched in January 2017 but there had been no thought as to how the brand could be designed to stretch over multiple, very different markets. There was no clear brand visual system and as a result Careem looked and behaved very differently in each of its markets.
Bellwether was engaged to assess the specific issues the new visual identity was facing and create a flexible visual identity system that reflected Careem’s personality. It needed to be simple yet impactful, as well as comprehensive in order to be implemented consistently and effectively across all operational markets.
We conducted a full audit & analysis of the visual identity across the customer journey in key markets to identify any issues with the current logo and visual identity system. This included interviews & workshops with design and marketing teams (KSA, Pakistan, Egypt, UAE, Jordan) to understand the challenges facing each individual team as they are responsible for the development of daily, local content for all channels.
The audit clearly demonstrated that the brand design was not built to stretch across the very different markets it lived in. Careem needed something other than logo and colour that could unify the brand. We began by tweaking the new logo to make it more distinctive from other “smiley” faces and further developed the logo for multiple language applications.
“The Swoosh” is the graphic anchor of the new visual system. This resonates the colourful world of seamless service options available from Careem. The graphic can be dynamically adapted to any media and animated on digital platforms. To ensure proper usage we also created a “how to” video for optimal usage.
To further localise the brand in each market, we created a set of imagery guidelines with clear principles on photography which created just enough local flexibility for individual markets whilst ensuring a consistent photography style.