Karhoo Takes On Uber With Identity That Screams Choice

London-based SomeOne has developed the identity for Karhoo a new cab comparison app that works with established operators of licensed black cabs, minicabs, and executive cars to make them players in the e-hailing business as a robust alternative to Uber. Karhoo has signed up a network of hundreds of thousands of local taxis, minicabs, and executive cars in London, the initial launch, and in Los Angeles, New York, and Singapore.

The identity complements a new tagline — Here Comes Choice — with the playful use of the “O’s” in the name, rendered in bold colors and gradients, to evoke wheels running free.


In a statement, SomeOne explains that their task was develop and identity that supports Karhoo’s mission “to use positive disruption to help established operators level the playing field and be part of the e-hailing revolution, while giving consumers more choice with every cab booking. A beautifully simple world of graphic ‘wheels’ in all of their sizes, behaviours and colours that scream ‘choice’. There’s something in there for everyone. This brand will predominantly live on screens, so we capitalised on the opportunity to make it feel bright and alive, and created a ‘pingy’ and positive standout palette that could grow over time as Karhoo’s network of cab companies grow.”