Indonesia’s on-demand services app Go-Jek has come a long way from a delivery call center with 20 ojek (motorcycle taxi) drivers to more than a million drivers and an estimated valuation of US$9.5 billion. All within nine years. On its ninth anniversary on Monday, Go-Jek unveiled its new logo, which symbolizes the company’s diversification since it was founded to cover services far beyond ojek, from payments to makeup, shopping and cleaning services. “Go-Jek has changed so much from its beginnings. We have to accommodate various service providers, merchants, payment systems and other [stakeholders],” said Go-Jek cofounder and CEO Nadiem Makarim. There is no more motorcycle portrayed in the new Go-Jek logo, nicknamed “Solve”, but it symbolizes a map pin, a motorcycle wheel and an eagle-eye view of a driver straddling a motorcycle. Go-Jek sta...

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