Careem has revealed a new brand identity as the Middle East region’s leading ‘everything app’ with over 12 services currently available in Dubai.
The company’s brand architecture is growing as its service portfolio has expanded as well. Each of Careem’s services – Careem Pay, Careem Food, Careem Quik, and Careem Plus – has become an individual sub-brand within Careem’s overarching brand house.
The new brand refresh includes new color palettes and graphic elements to reflect each sub-brand, with an updated visual system that can be unlocked to empower each to succeed in its own competitive landscape. The ‘C’ wink and bold green remain central to Careem’s new brand identity, with the notable logo only slightly tweaked.
“This has been in the works for some time now and we’re excited to visually showcase Careem’s evolution into an everything app,”
said Tom Sword, Careem’s global head of Brand.
“We’ve all seen Careem grow from a ride-hailing app in the UAE to a platform offering multiple services in several parts of the region, and our brand identity has matured in parallel. We’re incredibly proud of how far the Careem brand has come over the past 11 years, and are thrilled to give our customers an elevated app experience that reflects that growth.”
Careem launched as a ride-hailing provider in 2012, with the mission to simplify and improve people’s lives in the region. After pioneering ride-hailing in the UAE and building a homegrown brand trusted by millions, the company expanded its service portfolio in several markets and now serves over 50 million customers in 80 cities across the MENAP region.
From ride-hailing to food and grocery delivery to fintech and partner services such as home cleaning, laundry, and car rentals, Careem can now improve more lives in a lot more ways than just mobility.
Careem’s growth strategy
Meanwhile, the brand refresh comes on the heels of e& Group’s $400m investment into Careem’s super app, putting the ride-hailing platform on the path to becoming the region’s leading “everything app”.
News Source: Gulf Business