Mumbai: The Equal Agency, a Mumbai-based full-service advertising agency known for its strategic approach to brand transformation, has unveiled a refreshed brand identity for Routematic, a leading technology-driven corporate mobility company.
The mandate followed a competitive multi-agency pitch last year. Working closely with Routematic’s leadership team, The Equal Agency developed a new brand platform and visual identity designed to reflect the company’s evolution into an end-to-end employee mobility partner powered by technology, operational excellence, and care.
The refreshed identity introduces a redesigned logo, a contemporary colour system, and a unified visual language across all brand touchpoints, including the Routematic app and software interface.
At the centre of the new identity is an arrow-inspired symbol representing movement, direction, and progress—capturing Routematic’s role in simplifying complex employee transportation into seamless and efficiently managed journeys.
The colour palette reflects the dual strengths of the brand—intelligent technology and a deep commitment to passenger safety—brought together through the company’s renewed brand promise: Powered by Intelligence. Driven by Care.
Commenting on the partnership, Rahim Premji, Executive Vice President at The Equal Agency, said, “We partnered closely with Routematic to define a clear vision and mission. This became the foundation for a brand that not only looks distinctive but also reflects the company’s scale, capability, and future ambition.”
Sriram Kannan, Founder and CEO of Routematic, added, “This rebranding reflects our evolution into a partner that takes full ownership of the daily commute experience, ensuring safe, efficient, and reliable outcomes for our clients and their employees.”
Backed by more than US$45 million in funding, Routematic currently serves over 300 enterprises across 23 cities, facilitating more than 5 million employee trips every month for a workforce exceeding 300,000 employees.
Following its recent US$40 million Series C funding round, the company is expanding its fleet to 10,000 vehicles, reinforcing its leadership position in the corporate mobility segment.
More than a visual transformation, the refreshed identity signals Routematic’s transition into a modern mobility partner—bringing greater clarity to complex logistics, stronger control to everyday operations, and enhanced care across every employee journey.
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