Pitched as a private rideshare service for executives working in Center City Philadelphia, All Day Ride is Uber before Uber. For the meeting hopping CEO or bootstrapped startup entrepreneur time wasted is money spent, and nothing is more expensive than navigating an asphalt maze in hopes of winning a game of parking roulette. William Penn’s 17th century urban utopia saw Philadelphia as a grid of streets defined by a central hub surrounded by four public squares. Although he didn’t account for the confusion of bike paths, turning lanes, and other street markings, a combination of past ideas and present conditions merge to form the heart of this brand. Cascading font weights highlight ‘Ride’ as the primary service, sending the word along a path that wraps the text like a taxi circling the newest city square before continuing on to its destination. Stylized car wraps, window decals, and vinyl stickers slapped on lamp posts pop against the backdrop of a busy streetscape. And while the concept of a personal chauffeur is nothing new, the idea to share-a-chauffeur is and ADR is set to be the de facto standard.