CityDrive Carsharing Identity

Citic is Citydrive that has moved beyond its boundaries. The letter «K» is at the heart of the project: it completes the name «Citic» and simultaneously becomes a new spark. The parent brand lives within the square icon. Citic breaks this frame: the letter «K» literally steps outside the edge, and its rays detach to form a standalone graphic symbol.

The logo retains the main recognizable element of CityDrive—a square icon with a signature gradient. This ensures that CityTic is immediately perceived as part of the family. Inside, instead of the two-line text «CITY / DRIVE, ” there is the short word „CITY“ and a massive „C.“ The letter does not fit within the square and extends beyond its boundaries—this is the project’s key gesture.

The Spark City icon is born from a single letter: the rays of the letter «K» are separated from its base and assembled into a new figure. On the icon, it reads as a letter; on the vehicle body, it reads as a spark above the wheel. The element retains the logic of the original CityDrive spark: the rays diverge from a single center, maintaining the rhythm of the gaps. However, it is sharper, more dynamic, and more asymmetrical.

The color palette is built upon two hues. Purple is a direct inheritance from the CityDrive icon, establishing a link to the parent brand. Turquoise is drawn from the CityDrive brand book’s supplementary palette. I did not introduce a foreign color; rather, I brought to the forefront a color that was already within the system but remained relegated to the background. In my view, that is the logic of Citytika.

The signature typeface for Citic is Bounded Bold. It is a wide geometric grotesque with a dense, confident silhouette. It is highly legible from a distance, while moving in a vehicle, and even in small sizes within an interface.