The mandate was to create a refreshed visual identity for BlaBlaCar, a long-distance carpooling service, that better reflects the social nature of shared travel. While the digital platform efficiently connects drivers and passengers, the current brand under-communicates the warmth, trust, and community at the heart of the experience. The goal was to develop a more human-centered identity system that conveys connection, friendliness, and reliability as the service continues to grow internationally.
My vision was to reimagine BlaBlaCar as more than a transportation platform by focusing on the conversations, connections, and small human moments that happen during shared travel. Inspired by motion and overlapping journeys, the approach explores how routes, interaction, and community could translate into a warm and approachable visual language. Continuous forms, rounded geometry, and flowing compositions became the foundation for an identity system that feels social, optimistic, and constantly in motion.
The identity of sharing stories transforms BlaBlaCar into a brand centered on the human moments that happen between destinations. Inspired by motion, conversation, and shared experiences, the continuous rounded logotype reflects both physical routes and social connection, extending into a flexible visual system of flowing shapes, layered forms, and route-like graphics. Warm yellows and oranges evoke optimism and adventure, balanced by muted teal to reinforce trust, while candid photography shifts the focus from cars to people. Applied across digital and physical touchpoints, the system creates a cohesive, approachable, and community-driven brand experience that feels constantly in motion.
The identity of sharing stories transforms BlaBlaCar into a brand centered on the human moments that happen between destinations. Inspired by motion, conversation, and shared experiences, the continuous rounded logotype reflects both physical routes and social connection, extending into a flexible visual system of flowing shapes, layered forms, and route-like graphics. Warm yellows and oranges evoke optimism and adventure, balanced by muted teal to reinforce trust, while candid photography shifts the focus from cars to people. Applied across digital and physical touchpoints, the system creates a cohesive, approachable, and community-driven brand experience that feels constantly in motion.
Visual references, stock photography, and mockups sourced from talented contributors on Mockup Maison, Unsplash, Death to Stock, and Stills. Thank you to the photographers and artists behind these resources. Unless otherwise noted, visual direction by :DLKA.
