OLX has undertaken its first rebranding exercise, which is part of a global rollout.
Established in India 2006, OLX (short for On Line eXchange) is a leading classifieds platform that allows users to buy, sell, or exchange used goods and services. Owned by OLX Group, OLX is available in 35+ countries around the world and over 50 languages. Every month, hundreds of millions of people use OLX to find and sell everything from furniture to musical instruments, cars, houses, and more.
Recently, OLX introduced a new identity designed by DesignStudio, a London-based firm with client portfolio that includes major names such as Airbnb, Premier League, Logitech.
The refreshed brand identity is using a new and abstract logo to represent the idea of 'making smart choices' in a better and adaptable way with the O and the X placed as two opposite entities, separated by the divider — the simplified L. This new identity is flexible, more optimistic and lively.
As design director Elise Santangelo explains to Design Week: “The ‘O’ and the ‘X’ flex and shift, symbolising the choices users have to pick from, and the ‘L’ sits in the middle as a ‘maybe’.”
With an old logo that started to feel a little dated, OLX said it has created a visual design system that’s "dynamic, confident and bursting with energy — expressing all the optimism and attitude that’s true to OLX. The logo itself represents the idea of choices, flexing and shifting between options."
The brand position comes alive in the basic logo animation, where the letters shift weights and sizes to give the idea of choices and variety.
All the tools OLX needed to launch the refreshed brand around the world were created— including distinctive custom typography, a vibrant colour palette, photography guidelines featuring confident local users, and helpful yet attitudinal tone of voice principles.
Overall, the new identity looks cool and playful with a element of fun inspired by the new logo.
