ABOUT

The aim of the “UGO” project was to develop
a visual identity for an innovative transport
service equipped with autonomous modular
machines that allow people to move around
the city in a space where they can relax without
having to drive. The work on the brand
identity started with the naming itself:
the name “Ugo” aims to convey a feeling of
friendship and trust, key elements for a brand
that offers a new service like this. Furthermore,
the name also aims to encourage people
that the experience with the service will
enable them to gain more time to spend
as they want, you can also read it also as
“You go”, because it’s up to you how you will
use the time on the transport.