Every journey begins with a gesture

Our current illustration style has accompanied the brand through a phase of consolidation. It’s defined by a friendly, accessible, and empathetic approach. Shapes feature balanced proportions, straight lines and angles within a hyper-geometric style. The palette is warm and bright, and the use of gradients adds subtle volume and a digital feel.

This visual language focuses on direct representation of diversity: ages, genders, abilities, and cultures coexist in everyday scenes. It’s a style that conveys closeness and care, that supports without overwhelming, and has played a key role in shaping a brand that strives to be inclusive, responsible, and human.

Over time, we began to feel that, while the underlying principles and values still represented us, the gentle—almost childlike—tone of execution was limiting our expressive potential. We were missing tension, rhythm, and energy. We asked ourselves if this visual language was still the best vehicle to communicate who we are today: a brand in motion, technological, connected, and driven by the ambition of sustainable transformation.

A fresh new style

The evolution we now present stems from that very question. How do we illustrate a brand that has matured without losing momentum? How do we make visible the energy that drives us without letting go of what makes us human?

The new style answers with a more daring, expressive, and symbolic visual language. Proportions are intentionally distorted, bodies are elongated, perspectives are pushed, and scenes become more dynamic. Everything in this new language points to an idea of action, connection, and transformation. It’s no longer just about realism: we’re now speaking in metaphors, in possible futures, about a brand that not only reflects what is, but also expresses what it wants to spark—while still centering the representation of diversity.

In this new phase, one visual element takes on a special role: hands. They are where the action takes place. The hand on the steering wheel, the one holding the phone to request a Cabify, the one writing, handing over a bottle of water, pointing, or waving. Hands become the narrative core: they not only show what our users and drivers are doing, but also convey intention, decision, connection. Because in a service like ours, every journey begins with a gesture.

Today, our illustration serves two main purposes: one more expressive, linked to communication and marketing; and another more functional, designed to support the product experience in a clear, direct, and accessible way. This evolution focuses above all on reinforcing the former: giving our communication a more distinctive, expressive, and memorable visual voice. But the latter will also evolve, adapting so that the entire visual system speaks with one voice—coherent, flexible, and contemporary.

The newly released palette helps make the new style more saturated and more contrasted. Graphic gestures take on greater prominence. And compositions move beyond mere representation to become narrative: they visualize complex ideas, explore new possibilities, and make proposals. The use of flat colors in the new palette calls for greater attention and care when applying shadows to create depth between elements. We’ve also added details and accessories that bring more texture and narrative richness to each scene.

This new language doesn’t invalidate the previous one—it builds on it, expands it, and projects it forward. It continues to focus on the direct representation of diversity—of ages, genders, abilities, and cultures—while amplifying rhythm, movement, and energy. Because our illustration doesn’t aim merely to decorate, but to express who we are, how we see the world, and what place we want to occupy within it as a brand.