«CityDrive» — a platform for urban mobility. «Cityk» is a new experimental direction within CityDrive aimed at a young audience aged 18–30.
The objective is to develop a visual language for youth that becomes a part of their daily lives. This must be realized through the exterior wrap design of a car-sharing vehicle.
People aged 18–30 are not children; like older audiences, they value reliability and comfort, especially when it comes to carsharing. Therefore, the decision was made not to create a visualization from scratch, but to continue the «CityDrive» identity.
How can CityC help young people choosing to use car-sharing services while still feeling like themselves and becoming part of their lifestyle?
Idea
Born from CityDrive’s slogan, «You’re behind the wheel—we’re here.» We’ve tweaked it slightly to create: «CityTick—you steer your way, and we’ll support you.»
The driver wants to be in control of the road; they want to feel as free behind the wheel of a «Citica» as they do in their own car. They choose where and how they want to drive. We can express this aspiration through identity design.
The color palette is drawn from the parent brand, with two additional colors introduced: light blue and bright pink. These colors evoke freshness and youth, immediately bringing to mind boys and girls, but the brand identity does not specify which sticker belongs to which gender.
Brand character: reliable, energetic, friendly.
«Citic» Logo
A familiar «Spark» is overlaid with a spark featuring curved rays. It symbolizes the «new path» the driver chooses to take independently.
The rays are not strictly straight, but they maintain order because their intersections divide the ray and the distance between them equally. The point of intersection is not colored.
Used font: Citymobil Sans VF, as «Citik» is a continuation of the brand.
Custom elements can also be overlaid on the added rays, depending on the brand’s goals—whether it’s to highlight something relevant or simply for aesthetic appeal, such as a crown, heart, or star borrowed from the «CityDrive» poster.
