ComfortDelGro rolls out 'Zig' brand refresh

ComfortDelGro Corporation has rolled out a brand refresh for its point-to-point (P2P) mobility business in Singapore, unifying its ride-hailing, taxi and private-hire rental, autonomous services, corporate offerings and payment solutions under the Zig brand.

In a statement, the group said the move is aimed at creating a clearer and more consistent mobility brand in Singapore, as its local operations evolve beyond being the country’s largest taxi operator into a multi-service mobility platform.

The refreshed Zig brand, which carries the Chinese character “劲” ("strength), is positioned around what the group described as “thoughtful mobility empowerment,” combining its operational scale with product innovation. Offerings under Zig span standard taxis, six-seater vehicles and executive limousines, giving riders and drivers greater flexibility in how they travel and work.

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As part of the refresh, Zig will introduce a re-energised visual identity, including updated colours and a dynamic logotype that builds on its signature blue. The brand will also roll out a new tagline, “Time to Zig,” which ComfortDelGro said is meant to emphasise choice and autonomy for commuters.

The refreshed Zig identity will be implemented progressively across ComfortDelGro’s P2P mobility operations in Singapore.

“Zig by ComfortDelGro signals the direction we’re heading as a business - a simpler, customer-centric P2P ecosystem that is anchored in the reliability and trust that the people of Singapore have long associated with ComfortDelGro," said Michael Huang, head of P2P mobility business in Singapore. 

"Our goal is to always be here for our drivers and partners as they build their thriving businesses, and in making sure that our customers have choices that meet their needs," he added.

The move builds on ComfortDelGro’s broader branding efforts. In March last year, the group rolled out a refreshed corporate brand as part of its evolution into a global multi-modal transport player.

The update introduced a new purpose statement, “Mobility for a better future,” alongside a modernised visual identity. This included an updated ComfortDelGro logo, a refined blue hue, a streamlined lowercase typeface, and an enhanced arrow motif to signal forward momentum.

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