E-hailing platform UT

Brand Identity Development

UT is a data-driven e-hailing platform brand launched by Uber and TMOBI in South Korea. In general, most brands focus on a brand image that is geared towards only one of drivers and riders. However, for the new brand to lead the innovation in the overheated domestic taxi market, We suggest 'reliability' and 'fairness' for both riders and drivers to experience exceptional mobility services. As a result, We developed a brand name, a tagline, and a unique brand identity design based on these values. Customers can easily associate positive images of both brands and quickly recognize the new brand in any environment.