Be ride-hailing firm old logo and identity X Rice Studios

Founded in 2018, Be is a locally-founded rideshare company in Vietnam that sought to revolutionize the ride-hailing market. Rice Studio was tasked with creating the visual identity for Be, developing a distinctive and highly visible pattern of stripes that serves as the primary brand property. The name "Be" was chosen to be inspirational and all-encompassing, encouraging users to "be smart, be bold, be anything."

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To ensure visibility, recognition, and safety, Rice designed driver kits featuring the striped pattern on jackets, helmets, and shirts. This impactful design is unmistakably tied to the brand, making Be's drivers easily recognizable on the streets

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Introducing be, Vietnam’s locally-founded rideshare company. Rice created the visual identity for the brand, consisting of a highly visible pattern of stripes which identifies as the primary brand property. The name was conceived to be inspirational and all-encompassing—be smart, be bold, be anything.

Be case study

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