Arthur Foliard


Project realised at Koto as Senior Designer. Full casestudy here.
Creative Directors: James Greenfield and Tim Williams


The people-driven travel community
BlaBlaCar is a company on a journey. Already one of Europe’s leading start-ups, it’s steadily building a devoted community of like-minded passengers and drivers. Our challenge was to create a brand that brings to life the rich themes of their vision: a fairer, more open world of travel.


The two b’s of BlaBlaCar have been rendered as speech marks: a universal shorthand for social interaction. The overlap between them reflects the two sides of the passenger-driver experience and the connections made during a journey. By delivering a simple idea via a symbol that transcends a single language, we think BlaBlaCar is poised to become even more recognisable within the many markets in which it operates.

 The compelling experience at the heart of BlaBlaCar is the ability to travel to hard-to-reach places easily and directly, while making meaningful personal connections along the way. Through a powerful combination of photography, illustration and messaging we’ve built a flexible brand that not only reflects the simplicity of the travel experience, but also the broad diversity of the community and the myriad different reasons they choose BlaBlaCar.

The weeks Koto spent traveling with our service to meet our members, and the dozens of interviews they conducted with the teams, have successfully shaped their understanding of our company, our values and the way we change the world. The new brand is both modern and inspirational. As I immediately said on the very first day they showed us the new identity: it simply is brilliant.
— Frédéric Mazzella, Founder and President of BlaBlaCar