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.