Logo Design

U-Ride approached us to see if their existing in-house logo could be refined. Their original design had potential, but it lacked cohesion and flexibility. Rather than starting from scratch, we focused on building upon the strengths of their concept, keeping its recognisable elements while giving it the polish and structure it needed to work across different formats.

The original logo provided “bones but no meat.” It had the right spirit, but it wasn’t unified or versatile. Our goal was to smooth out the flow of the design while keeping the identity intact. The final result came together quickly — in fact, the first draft we presented was exactly what U-Ride had been hoping for. Sometimes you strike gold on the first attempt.

Although U-Ride were certain that orange was their brand colour, we carried out some colour experimentation to demonstrate how the new logo could look in different palettes. This confirmed their choice, and we refined the final design in orange while producing a set of variations, including a version with the tagline “Book, Ride, Arrive” and a simplified icon-only version for use in apps, social media, and print.

The Final Result

The refined U-Ride logo keeps the flow of their initial concept but unifies it into a unique, modern, and versatile mark. With variations for different contexts, the logo now strengthens U-Ride’s brand identity and ensures it is instantly recognisable wherever it appears.