A scooter-sharing service. A brand born on a phone, living on the street, that has to survive stuck to a dirty vehicle.
The category was full of identical brands: short name, acid green, round smiling type. The client didn't want another friendly app — they wanted something that read as serious transport, not a toy.
The X in the name became the mark: two crossing strokes that read as a street crossing, as a point on a map, and as two routes meeting. In black and white it is sober; green appears only where something must be flagged — a free scooter, a finished ride.
A shared scooter gets dirty, scratched, and is nearly always seen from a distance and out of the corner of an eye. So the mark was built from thick strokes with no fine detail: it still reads with mud on it, from three metres, at night.
The app uses the same pair: dark map, green only for status. And here the mark does a second job — it marks your position. The brand isn't placed on the product: it is part of the product.
The product is a scooter — so the scooter is the main medium. Black, the logo in white, the green X as the only spark. Next to it, the night citylights where the brand finally gets to turn the volume up.
