CITIC Identity Concept

To attract the 18–30 demographic to the brand, one could tap into this generation’s childhood memories of cars. One of the earliest introductions to this culture for young people came through 2000s racing computer games.Their visuals were vibrant and memorable, characterized by the contrast between aerodynamic curves and sharp jets of flame. Sparks, flashes, flags, track markings, and tire marks on the asphalt—these are the core elements that build that atmosphere.

However, the image of the driver, frequently portrayed in similar games, was often marginalized. Dangerous driving was encouraged for its spectacle and potential for victory. To avoid broadcasting aggression and risk—while simultaneously not deterring a new generation—it is necessary to lighten and secure the elements of nostalgia. Introducing air and safety into the racing flag that underpins the City’s identity is achieved through a gradient and a lighter color palette. The new image must convey that traveling in such a vehicle is comfortable, fast, and safe; it should become an indispensable part of daily life without devolving into tiresome routine. The end of the flag visually echoes the contours of the letter «K,» synchronizing with the CityDrive symbol—a spark—thereby establishing a connection between the brands.

The new identity utilizes the proprietary font Citymobil Sans (the entire set, with the exception of K—Consended, and the last letter—Extended) and the signature colors: the original white, green, and a shade of purple from Guideuca—"Yogurt.»

The connection to CityDrive is reflected in the alternation of wide and condensed letters, the gradient, and the core colors.

The update introduced a new, fresher, and lighter shade of the original color, a green-to-white gradient, and a revised flag shape.