The challenge
 
In the summer of 2021, Dantaxi acquired HB-Care – the leading operator in Denmark for transporting those with special needs. With this acquisition, Dantaxi took an important step towards becoming market leader within the Danish mobility industry and thus needed to create a corporate mobility brand to tie the two business areas together and establish their new position in the market.
 
 
Our solution
 
A visual identity and brand platform that lift transportation to a higher level. With the brand platform “People moove people”, we moved the focus from taxis, vehicles and speed to human beings and connections.

The visual identity invites the viewer in, both through logo and photography style.
The logo – using the two o’s as symbols for start and destination - invites people along on the Moove journey from A to B. The photography style invites people into the Moove vehicles to join the passengers and chauffeurs on their journey.

The identity unfolds in a series of soft gradients inspired by the constantly changing sky at the horizon, constantly moving, just like Moove. The gradients allow for Moove to seamlessly change to the colours of the two sub brands – Dantaxi and HB Care - when needed, giving them a flexible visual identity that can easily and naturally communicate multiple brands.

Vibeke Wolfsberg, CCO at Moove Group, about the visual identity and brand platform:
“With the new Moove brand, our two sub brands - Dantaxi and HB-Care - have been given a shared narrative with a clear purpose that elevates itself from our services. It’s something our employees can truly identify with.”

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