Waze’s new identity

Pentagram partner Natasha Jen has rebranded the Google-owned GPS app, introducing a whole of host of cute creatures that mimic the many moods of drivers on the road.

Pentagram partner Natasha Jen was commissioned to create a new visual identity based on Waze’s crowdsourcing roots and collaborative spirit, working in collaboration with the app’s head of creative Jake Shaw.

At the heart of the rebrand is the updated Wazer symbol, which now features a rounder, more upright form to emphasise its speech bubble shape and the app’s focus on communication. The accompanying refreshed logotype is based on Boing, a sans serif typeface with rounded corners designed to give a friendlier look.

Jen’s team also developed a new visual language for the app called Block by Block, which is inspired by the modular design of city grids and road systems. The geometric grid ensures consistency across everything from infographics to email templates, featuring a flexible array of colourful block-like shapes.

Illustration has always been a big part of Waze’s visual identity. The new branding brings greater clarity to this style, with Jen and her team redrawing existing icons and establishing a style guide for new illustrations going forward.

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