This is the brand design for Yandex Go, a super app that integrates various daily services in 2020. Since Yandex Go started as a taxi, users’ perception of it remained as a ‘taxi app’, and other functions did not receive attention. Accordingly, a large-scale rebranding was carried out in collaboration with design studio ‘Magic Camp’.
The starting point of the new design strategy was not a simple UI overhaul, but a fundamental question of ‘what kind of experience does Yandex Go provide to users?’ Among numerous concepts, we chose ‘active and dynamic visual language.’ The new logo emphasizes simplicity and flexibility, and the color system conveys liveliness and connects with the energy of various services. The photos and illustrations express lightness, boldness, and creativity, so as to connect emotionally with users.
The brand reorganized its advertising and communications around the principle of “showing rather than telling.” Instead of listing the features the app offers, it focused on visually showing how convenient Yandex Go can be for users in their daily lives.
Yandex Go's brand design was a declaration. This app is no longer a 'taxi app', but a platform that organically connects various life services to create more space in life. Yandex Go has now evolved from 'time for everything' to 'design for time to live.'
