Gojek founders Nadiem Makarim and Kevin Aluwi introduced the company's new logo in Jakarta on Monday. (JG Photo/Nur Yasmin)

Gojek Introduces New Logo, Cementing Southeast Asia Super-App Ambition


JULY 22, 2019

Jakarta. Gojek, Indonesia's first decacorn, revealed a new logo design on Monday that emphasizes the on-demand service platform's universality and solidifies its transformation from a Jakarta-based ride-hailing service to Southeast Asia's leading "super app."

"Today's theme is evolution. Gojek is no longer only a ride-hailing or food delivery app. It is now something different, a collective, wide-ranging service. So we need a new symbol that covers all our evolutions to this day," Gojek founder Nadiem Makarim said at the company's offices in Jakarta on Monday.

Nadiem said the symbol, nicknamed "Solv," represents Gojek's services because the shape simultaneously represents a search symbol, location pinpoint on maps, biker's icon and motorcycle wheel. He said the decision was taken after a year of discussions.

"This new logo represents one button for all," he said.

Gojek's rebranding is an effort to strengthen its position as the leading on-demand service platform in Southeast Asia and to mark a new milestone in its evolution from a ride-hailing service to an integrated ecosystem, which mobilizes people, goods and money.

"Gojek has grown very fast since its founding five years ago. Our transactions increased 12 times, or by 1,100 percent, over the past three years, thanks to the use of current technology, such as artificial intelligence and advanced design and software engineering," said Kevin Aluwi, co-founder of the company previously known as Go-Jek.

Nadiem and Kevin led a convoy of Gojek drivers around the office displaying the new logo.

"The new logo is accompanied by a new jacket and helmet design, which are better and more comfortable to wear," Nadiem said.

Gojek has partnered with about 2 million drivers, 400,000 merchants and 60,000 service providers in Southeast Asia.

The company evolved from a humble call center for a handful of ojek, or motorcycle taxi drivers, in Jakarta nine years ago to 22 on-demand services, including motorcycle, car and taxi-hailing, food and parcel delivery, cleaning, maintenance, beauty and massage services.

The company has expanded its services to the Philippines, Vietnam, Thailand and Singapore. One study estimates that Gojek contributed Rp 44.2 trillion ($3.1 billion) to the Indonesian economy last year.

The company's Gopay cashless payment service is one of the largest in Indonesia. 

Gojek's latest funding round included backers such as technology giant Google, global payment company Visa and Astra International, Indonesia largest automotive company. 

Gojek has also immersed itself in Indonesia's social life. Last week, it established cooperation with Nahdlatul Ulama, Indonesia's largest Islamic organization with 90 million members, to help it digitize alms payments.