Blacklane, which is set to be acquired by Uber Technologies later this year, has unveiled a new “modern luxury” brand identity as it eyes increased global expansion.
The bookers portal, website and app of the global chauffeur service have all been redesigned to further enhance the booking experience, including for corporate travel professionals booking on behalf of travellers.
The evolved Blacklane brand features a new colour palette – Blacklane Blue – moving away from “functional, transactional tones often associated with ground transport”.
Dr. Jens Wohltorf, founder and CEO at Blacklane, explained: “Blacklane’s evolved brand identity is a natural step-change for our growing business as we accelerate our global expansion and cement our status as a luxury hospitality leader.
“With a strengthened visual identity, upgraded digital platforms, and a sharpened proposition for business travellers and their bookers, Blacklane is committed to owning every step of the journey. Luxury is about care and attention to detail, and it is the belief that the journey is as important as the destination. Today, Blacklane sets a new standard for how executive travel should look and feel.”
Melanie Catling, VP Marketing at Blacklane, added: “This is our first major brand enhancement since 2019 and the result of research and refinement over the last year.
“By integrating ‘flow’ into every touchpoint, from digital interfaces to real-world service, we better convey the impeccable quality of our chauffeur experience to our guests and corporate clients. Importantly, we also modernise and refine our assets to improve our brand’s impact worldwide.”
Rolling out across the Americas, EMEA, and APAC, the evolved brand will appear across all digital platforms, brand communications, and guest and corporate booker care touchpoints.
It will also be visible on the signature black and white vehicles operating on the Blacklane platform in major cities around the world.
