Graphic Elements

The graphic elements for our brand consist of bold shapes and striking patterns. Our language is created by 'unlocking' simple graphic shapes, directly reflecting our strategic brand idea and designed to flex across the entire Careem ecosystem.

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Our brand shapes

Our brand shapes are inspired by everyday actions and provide the foundation of our graphic language.

OUR BRAND SHAPES

Inspired by our brand concept ‘We Unlock Possible’, our shapes have three different dynamic states.

All of these are used flexibly across our brand.

UNLOCKED
MOMENTUM
BIG IMPACT

SHAPES: UNLOCKED

Each of our flat brand shapes ‘unlock’, giving us a dynamic language of forms with depth and dimension.

Circle Arrow Rectangle

Usage: Cropped

We can crop into our ‘unlocked’ shapes to give us a more dynamic visual language.

Cropped Cropped Variations Image Mask Holding device for text Graphic Element

Usage: Cropped

We can crop into our ‘unlocked’ shapes to give us a more dynamic visual language.

Cropped Cropped Variations Cut-out Image Holding device for text Graphic Element

Usage: Cropped

We can crop into our ‘unlocked’ shapes to give us a more dynamic visual language.

Cropped Cropped Variations Image Mask Holding device for text Graphic Element

Shapes: Momentum

Our graphic language doesn’t stop at singular elements — we use 3 key brand behaviours to help unlock each shape with momentum.

Momentum behaviours Circle Arrow Rectangle

Usage: Cropped circle

We can crop into our ‘momentum’ shapes to give us a more dynamic visual language.

Cropped Cropped Variations Image Mask Holding device for text Graphic Element

Usage: Cropped arrow

We can crop into our ‘momentum’ shapes to give us a more dynamic visual language.

Cropped Cropped Variations Cut-out Image Holding device for text Graphic Element

Usage: Cropped rectangle

We can crop into our ‘momentum’ shapes to give us a more dynamic visual language.

Cropped Cropped Variations Image Mask Holding device for text Graphic Element

Shapes: Big impact

Our brand behaviours also apply to patterns — giving our shapes a language of big impact.

Freedom
Speed
Reliability
Freedom
Speed
Reliability
Freedom
Speed
Reliability
Circle Arrow Rectangle

Usage: Cropped

We can crop into our ‘impact’ patterns to give us a more dynamic visual language.

Cropped With image With type

GRAPHIC LANGUAGE FOR CAREEM PLUS

Plus is defined by it own shape, though the graphic language still follows the same behaviours as the rest of the brand.

Careem plus: Behaviours

Similar to our our core shapes, our Plus shape also ‘unlocks’, has ‘momentum’ and ‘big impact’. This gives us a dynamic language which forms a distinctive Careem Plus universe, unique from other parts of the core brand.

Plus: Unlocked Plus: Momentum Plus: Big Impact

GRAPHIC LANGUAGE FOR CAREEM PAY

Dynamic State Of Shape: Unlocked

Each of our flat brand shapes ‘unlock’, giving us a dynamic language of forms with depth and dimension. While we derive this principle from the master brand, we execute this for Pay in outline mode only.

Dynamic State Of Shape: Momentum/Big Impact

Our brand behaviours also apply to blend patterns — giving our shapes a language of momentum and big impact. The strokes in our blend patterns are flexible in the number of steps, starting and end point, though it should remain thin and be adjusted based on artwork size.

Shapes Image Mask Cut-out Image

PROMOTIONAL LOCKUPS

How to build promotional lockups using our shapes.

Lockups Usage

PROMOTIONAL BADGES

How to build promotional bubble using our shapes.

Lockups Usage

THINGS TO AVOID

Never add multiple shapes in one composition.

Typography
Art Direction