Yulu Bikes
(Brand Identity for India's leading electric micro-mobility firm)
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.
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
Concept for the new logo
Mobility
+
Brand Initials
+
IoT
+
Eco-friendly
Brand Initials
IoT
New Beginnings
Eco-friendly
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.
If this is the distance someone has to travel,
Yulu solves for first mile, last mile connectivity and short distance commute.
Simplifying it,
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.
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.
Animation Assets
Brand Extensions
How the logo could look like as the signage on their building
How the link can be applied across advertising & website
How information design on the product could look like
The 'link' design doesn't always have to follow a straight line. The visiting card above shows a more curvier application.
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.
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.
Yulu: Gold for Corporate Identity/Brand Identity
Big Bang Awards, Advertising Club of Banglaore (2018)
Yulu: Silver for Best Corporate Identity/Brand Identity
afaqs! FoxGlove Awards
(2019)
Yulu: Graphic Design - Logo Design - Gold Winner
Indigo Awards,
Amsterdam (2020)
Yulu: Main Category Winner Communication Design
CII Design Excellence Awards
(2020)
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!