Khanna Reidinga has created the logo and the brand identity for Volkswagen Group's new mobility company MOIA. With MOIA, the German automotive manufacturer is taking bold steps into a new field, with the aim to become a leading provider of on-demand, sustainable mobility worldwide.
MOIA stands for re-imagining urban mobility. The new company has embraced a start-up mentality and a working culture that advocates putting creativity, imagination and intuition at the forefront of its way of working. MOIA's vision for mobility is represented in visual terms by a brand identity that reflects evolution and seamless transition - metaphors for MOIA's services.
"What could be more human than the need to move? That was our starting point when we considered the task of reinventing the idea of mobility from a visual standpoint," explained Rikki Khanna, co-founder of Khanna Reidinga. "We were inspired by a quote by Arthur C Clarke: 'Any sufficiently advanced technology is indistinguishable from magic.' The name MOIA is a wordplay based on Maya, the word for magic in Sanskrit, one of the world's ancient languages. At first glance the logo looks very different from the classic style of the Volkswagen Group, but if you look carefully, you will see an homage to VW."
