(Est. 2010) “Founded on the principle of solving everyday challenges with technology, the Gojek app has evolved from offering just ride-hailing to a suite of more than 20 services today. As we continue to grow as a leading tech company serving everyday solutions for millions of users across Southeast Asia, our passion for problem-solving grows. Gojek’s journey began in 2010 as a motorcycle ride-hailing call center in Indonesia. The homegrown app was then launched in 2015 with only three services: GoRide, GoSend, and GoMart. Since then, the app has evolved into a Super App, a multi-services platform with more than 20 services today.Gojek is now a leading technology group of platform serving millions of users in Southeast Asia.”
Our logo precedes our app. When it was made, nearly 9 years ago, it symbolised a marriage between an Ojek (a Bahasa Indonesia word for bike taxis) and technology (symbolised by the wifi symbol atop). After all, moving people about on Ojeks was what we started with. It was conceptualised and finalised in an evening, by none other than one of our founders! Oh, the joys of starting-up!
We started where every design project at Gojek starts — with our users and drivers. After months of research, intense brainstorming, dozens of fully-built decks that were shelved at the last moment… we arrived at Solv — our new logomark. We call it our symbol of solutions.
Solv fit our definition of a perfect logo. It was unique enough to stand out from the competition, memorable enough for anyone to redraw from memory, and still flexible enough to work at any size, anywhere. And the team loved it.
Images (opinion after)
The old logo wasn’t great but it was pretty effective, with an ojek emanating Wi-Fi signals, aptly conveying you could somehow summon them with your phone. The new logo builds on the familiarity of the service and opts for a less literal icon, one that, at its least interesting, looks like a power button and, at its most interesting, like an ojek driver seen from above. The bonus interpretation of the icon as a magnifying glass is pretty clever. I’m not sure it the icon needs the MTV-esque renditions but, sure, why not? The wordmark is fairly generic and if it had been something a little more interesting I think it could have elevated the icon. The jackets are fun and vivid, with the bright green contrasting great against the black. The icon looks a lot cooler on the helmets because helmets in general are cool and these one have a kind of vintage form that’s quite nice. Overall, it may not be the best logo out there but it seems like the company is embracing it with pride and looking to make it a recognizable graphic device in Southeast Asia as its more than one million drivers go to and fro.
Thanks to Reza Natsir for the tip.