Brand Architecture

Our brand architecture is a framework that defines the relationship between our various sub-brands, products and services.

It also guides how these different entities are branded, in a way that helps to organise them in the mind of our audiences.

Re-launch architecture

Core logo

Core Plus

Lock Up

Extensions

Internal Business Units

CSR

Incubator

B2B Enables

Internal Business Units

CSR

Incubator

B2B Enables

Our sub-brands fall broadly into two categories, which follow different visual cues and lock-ups.

Products and services that live on the Super App lead with our brand logo.

e.g.

Internal and external initiatives that do not live on the Super App lead with our brand wordmark.

e.g.

Jump to the logo section for guidance on creating the typographic lockups for our services.

At a glance

Other elements of our ecosystem remain unbranded.

Core categories can be created to aid navigation in the Super App, but they are unbranded.

e.g.

Go
Eat
Get
Pay

B2B offerings carry the Careem name, but they are unbranded.

e.g.

Decision trees

The following decision trees can be used to define where new or acquired entities sit within our Super App ecosystem or wider brand ecosystem – and how they should be treated visually.

Super app ecosystem

Start again

Start

Does it live on the super app?

See decision tree for Wider Brand Ecosystem below

Is it considered a core product category?

i.e. a logical sub-set of our core offering? (Mobility of goods, mobility of people, or financial services)

Will it have its own "portal" or will one or more services sit beneath it in the app experience?

Is the service delivered by a partner brand?

Is Careem contractually obliged to showcase the partner brand?

Does the offering overlap significantly with an existing category?

Does the partner have strong brand equity that would benefit Careem by association?

Create a new category to aid navigation in app

Merge into existing category

Unbranded

Masterbrand

Co-branded

No Yes

The wider brand system

Start again

Start

Does it live outside the super app?

See decision tree for Super App Ecosystem above

Does it conflict with Careem's core mission or could it dilute what Careem means?

Will it exist entirely outside of Careem channels or context? (e.g. SA platform, website, packaging etc.)

Is it at high risk of damaging or being damaged by the Careem brand?

Does it have pre-established equity that drives business goals?

Is it a B2B offering?

Masterbrand

Unbranded

Endorsed

Stand alone

No Yes

Brand Architecture

Our brand architecture is a framework that defines the relationship between our various sub-brands, products and services.

It also guides how these different entities are branded, in a way that helps to organise them in the mind of our audiences.

Our sub-brands fall broadly into two categories, which follow different visual cues and lock-ups.

Products and services that live on the Super App lead with our brand logo.

e.g.

Internal and external initiatives that do not live on the Super App lead with our brand wordmark.

e.g.

Jump to the logo section for guidance on creating the typographic lockups for our services.

Other elements of our ecosystem remain unbranded.

Core categories can be created to aid navigation in the Super App, but they are unbranded.

e.g.

Go Eat Get Pay

B2B offerings carry the Careem name, but they are unbranded.

The following decision trees can be used to define where new or acquired entities sit within our Super App ecosystem or wider brand ecosystem – and how they should be treated visually.

Does it live on the super app?

Does it live on the super app?

See decision tree for Wider Brand Ecosystem below

Is it considered a core product category?

Will it have its own "portal" or will one or more services sit beneath it in the app experience?

Is the service delivered by a partner brand?

Is Careem contractually obliged to showcase the partner brand?

Does the offering overlap significantly with an existing category?

Does the partner have strong brand equity that would benefit Careem by association?

Unbranded

Masterbrand

Co-branded

Does it live outside the super app?

Does it live outside the super app?

See decision tree for Super App Ecosystem above

Does it conflict with Careem's core mission or could it dilute what Careem means?

Will it exist entirely outside of Careem channels or context? (e.g. SA platform, website, packaging etc.)

Is it at high risk of damaging or being damaged by the Careem brand?

Does it have pre-established equity that drives business goals?

Is it a B2B offering?

Masterbrand

Unbranded

Endorsed

Stand alone

Go
Eat
Get
Pay