Gojek rebrands to reflect evolution

Gojek has unveiled an “easily recognisable and versatile” new logo which it says marks its evolution from an Indonesian ride-hailing company to a Southeast Asian super app.

The rebrand, which began rolling out on Monday (22 July), includes a new logo as well as a redesigned user interface, which has been updated with a fresh palette of more visually striking colours and fonts, according to the company.

The app for driver-partners will also be updated with the new look, in addition to a number of new features such as a seven-day income summary that provides an overview of a driver’s completed trips in the past week.

The design of the logo is versatile, the business said, allowing it to be interpreted as a variety of things—a map pin, a bull’s eye, an aerial view of a motorcyclist, or a power button. This reflects Gojek’s ‘super app’ proposition with its multitude of offerings, it added.

“Gojek is now many things to many people—and our new logo reflects that,” said Gojek Group co-founder Kevin Aluwi. “We have been on an extraordinary journey over the past four years and the new brand is designed to embody everything that has been achieved throughout that period.”

Founded in Jakarta in 2010 with a fleet of 20 motorbike drivers, the business has grown rapidly since launching its app in 2015 and now counts 2 million driver-partners, 400,000 merchant partners and 60,000 service providers across Southeast Asia in its customer base.

The company claims to have recorded 1100% growth in transactions on its platform between June 2016 to June 2019. It also claims that Gojek users have given more than US$20 million in tips to the platform’s driver-partners and service providers over the past three years.

The super app now operates 20 on-demand services across transport, payments, food, logistics, entertainment and lifestyle—claiming to be the region’s largest array of such offerings on a single platform.

The rebrand sets the course for Gojek’s “next chapter of growth” across Southeast Asia, said Gojek Group president Andre Soelistyo.

Gojek currently operates in Indonesia, Singapore, Thailand and Vietnam and is reportedly targeting Malaysia as its next market. It has been attempting to expand its business into the Philippines where Grab is currently unrivalled, but in March its request for a licence was rejected by a transport regulator due to restrictions on foreign ownership.