Yulu Bikes

(Brand Identity for India's leading electric micro-mobility firm)

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Concept Note

Rebranding Yulu bikes, a Bangalore based short distance shared mobility service provider.

 

This identity captures their story of mobility in a greener future. We wanted to develop a design language the brand could own, and work with or without their logo. This would give them more room to express their brand freely even at places where the usage of the actual logo wouldn't be feasible. 

Brand's vision

Issues with the old logo

They aim to create a sustainable eco-friendly world, without pollution or traffic, all of which runs on IoT.

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1. Poor legibility (Can be read as 'Cyulu')

2. Cues a cycle brand

The focus

Moving from a cycle brand to a eco-friendly short distance mobility brand.

Initial sketches

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Concept for the new logo

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Mobility

+

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Brand Initials

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IoT

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Eco-friendly

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Brand Initials

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IoT

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New Beginnings

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Eco-friendly

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Excited individual

Handle of 2 wheeler

Visual Identity System

We wanted to help make Yulu Bikes instantly recognizable even without their logo. So, we developed a system that was meaningful for their brand while looking iconic.

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If this is the distance someone has to travel,

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Yulu solves for first mile, last mile connectivity and short distance commute.

Simplifying it,

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If this is the distance someone has to travel,

Yulu is the link that completes our transportation system.

Yulu covers the last mile and shorter distances, helping the user reach his/her destination.

Our transportation system is only able to take the user  almost near their destination. There are gaps our transportation system isn’t able to cover.

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This link becomes an integral part of our visual design language.

Illustrations

To maintain the consistency across communication, we developed a style of illustrations. These illustrations can be in isometric or flat layouts. This style uses a monochrome background which helps the Yulu Bikes stand out. These were used on the website as well as app onboarding screens to illustrate how to use the bike & app.

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Animation Assets

Brand Extensions

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How the logo could look like as the signage on their building

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How the link can be applied across advertising & website

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How information design on the product could look like

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The 'link' design doesn't always have to follow a straight line. The visiting card above shows a more curvier application.

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More examples of the 'link' taking different shapes in different contexts, It becomes the shape of a heart when we talk about falling in love with a congestion free city, or it can be used to denote travel from point A to point B, or becomes a smile when we talk about moving India to a greener future.

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All of this was carefully documented and delivered to the team at Yulu so that a consistent brand could be maintained over time.

Brand Story Video

This story was then captured in a short video that explained the brand to anyone interacting with the brand.

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Yulu: Gold for Corporate Identity/Brand Identity

Big Bang Awards, Advertising Club of Banglaore (2018)

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Yulu: Silver for Best Corporate Identity/Brand Identity

afaqs! FoxGlove Awards

(2019)

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Yulu: Graphic Design - Logo Design - Gold Winner

Indigo Awards,

Amsterdam (2020)

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Yulu: Main Category Winner Communication Design

CII Design Excellence Awards

(2020)

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Yulu: Sub Category Winner - Identity & Brand Design

CII Design Excellence Awards

(2020)

Team

Project Lead & Design Director

Arun Gopidas

Illustrations

Anand CV

Jithin Vijay

Animations

Jithin Vijay

Sreejith Surendran

Alen Thomas

Thank you for watching!