UT Brand Identity

»UT« is a new e-hailing taxi brand co-founded by Uber and TMOBI, looking to lead future mobility innovation. As »UT« is a joint venture of two brands, the logo design inherited the brands’ visual assets that bring positive images. It represents the reliable and fair relationship between drivers and riders and emphasizes the limitless brand experience that »UT« offers. »UT«-frame, derived from the alphabet ‘U’, is useful to represent a consistent brand identity at various touchpoints.