Assignment For
Cabify
What I delivered
Logo Design
Visual Identity System

Metropolis Underground (MU) is the Metro service of Metropolis City, which opened at the early beginning of the 20th century.
Now from your app you can see the frequency of each train, recharge your card, check your balance and receive notifications of incidents in the network in real-time.
Following this line of improvement and after decades with the same brand, Metropolis has decided to redesign its brand to modernize it and bring it closer to an increasingly wide and demanding public. Finally connecting the clear evolution of his product and his technological commitment, with his brand.
expanding into the digital age
To solidify its visual identity as it expands into the digital age of transportation, and to help increase the MU recognition, I decided to redesign completely the identity and find a balance between the traditional and the modern.​​​​​​​
The new visual identity emphasizes the name written in small caps. It makes the overall mood more friendly and approachable.

Typography
This re-imagined “MU” for Metropolis Underground is formed by the initials written in "Futura" typeface, because of its symbolism (commonly related to progress and evolution, Futura was used on the plaque left on the Moon by the Apollo 11 mission in 1969) mixed with pixels suggesting the transition to the digital transformation of the service
Colour Palette
The original Cabify's color is Moradul purple, so I wanted to choose an option that could complement but also stand apart from Cabify's visual identity.
The color fuchsia made perfect sense.
When it comes to psychology, the color arouses maturity, assurance, and self-confidence. It can be playful but can also be sophisticated.

For the iconography, it's mandatory to be consistent and to use icons that have the same identity, bold with sharp edges.
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