Toyota's new way to ride Tokyo

Role: Identity / Brand Design

Client: Toyota

Toyota approached us to brand the ride sharing business they recently aquired through their incubation program, Toyota Next. They asked us to create a visual identity independent of Toyota with a young, urban feel to target the population of Millennials diverting away from car ownership. The result is RideNow, the newest way to ride Tokyo.


The RideNow color palette is inspired by the streets. By setting the red, green, and yellow of traffic lights against black, we allude to transportation and evoke a modern urban feel. The colorful and bright color combinations exude friendliness and help focus consumers on our main goal - sharing.

The traffic light inspired color palette translates through cultures and languages providing a universal language when RideNow expands beyond Japan.

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