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Waze has consistently been about authoritative journeys a little bit easier. Founded in 2007, the crowdsourced aeronautics app was bought by Google in 2013 and today has 130 actor users in over 180 countries, forth with its aftereffect rideshare app Waze Carpool.
Using smartphones and tablets that accept GPS support, the app provides real-time updates on journeys by acceptance adolescent drivers to allotment advice about accidents, cartage incidents and acceleration limits, while a association of 500,000 advance map editors advice certificate any avenue changes.
Pentagram accomplice Natasha Jen was commissioned to actualize a new beheld appearance based on Waze’s crowdsourcing roots and collaborative spirit, alive in accord with the app’s arch of artistic Jake Shaw.
At the affection of the rebrand is the adapted Wazer symbol, which now appearance a rounder, added cocked anatomy to emphasise its accent balloon appearance and the app’s focus on communication. The accompanying active logotype is based on Boing, a sans serif book with angled corners advised to accord a friendlier look.
Building on the Wazer attribute is a accomplished apartment of new mood-based disciplinarian avatars, which arise on the maps to accurate whatever a accurate disciplinarian is activity – from plain-sailing beatitude to gridlock frustration.
To abduction as abounding affections as possible, Waze conducted analysis with 13,000 drivers to acquisition out how they declared they circadian commute. The after-effects formed the base for a accomplished ancestors of abundant moods, from adventuresome to zombified.
Jen’s aggregation additionally developed a new beheld accent for the app alleged Block by Block, which is aggressive by the modular architecture of burghal grids and alley systems. The geometric filigree ensures bendability beyond aggregate from infographics to email templates, featuring a adjustable arrangement of colourful block-like shapes.
Illustration has consistently been a big allotment of Waze’s beheld identity. The new branding brings greater accuracy to this style, with Jen and her aggregation redrawing absolute icons and establishing a appearance adviser for new illustrations activity forward.
Adding a claimed and blow and injecting a bit of fun into people’s journeys was a key application for Pentagram and Waze throughout the project. It’s an access that feels evocative of Citymapper’s colourful artful and affable animation appearance mascots, and is a acceptable change from the generally demanding and antiseptic adventures we’re acclimated to seeing with best carriage brands.
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