The new name, inDrive, reflects the concept of inner drive. The drive that keeps the company moving forward, challenging injustice, working on a peer-to-peer model, and believing that people can always negotiate with each other.
The new logo preserves the iD monogram, but the lettering has changed, becoming softer, the letters are monochrome, and the monogram itself is shaped like an app icon. This makes reference to the fact that inDrive is a mobile app made for people that operates as a P2P Platform model.
The new color is a different shade of green, more dynamic, prominent, and contrasting. It represents the company’s bold spirit and inner drive. It allows inDrive to stand out in the crowded streets of any country and creates a unique brand image.
The new brand slogan, ‘People driven’, is handwritten, which adds humanity to the brand.
The new complementary graphic element is a dynamic line, which symbolizes “the way”, “unification” and “drive”.
Mr. Roman Ermoshin, Director of Ride-Hailing (APAC) inDrive said: “We are excited to announce that inDriver (Independent Drivers) transforms to become inDrive (Inner Drive) a marketplace of urban services. Our new brand reflects the human-tech people driven character of inDrive, no algorithms only human interaction. It symbolizes the mission to challenge injustice and represents our commitment to nonprofit programs.
Along with the rebranding, we will also be launching our first global advertising campaign soon. The core idea of the campaign is the contrast between the indifference of algorithms and the empathy and closeness of people to people agreements about fair fares. The campaign’s call to actions sounds as “Riide for a fair price you both agree on. People Driven.”
The rebranding will be completed in the first quarter of 2023.
