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 started off as a call center where the operators would accept orders from customers and manually contact the drivers individually until one of them accepted the order. The entire system ran on spreadsheets. The year 2015 transformed the company as it launched its mobile app, offering three services (transportation, food and package delivery) with an automated bidding system with drivers.

Today, Go-Jek operates in 20 eclectic submarkets, with gross transaction volume (GTV) across Southeast Asia reaching $9 billion last year. Go-Food and Go-Pay in Indonesia alone contributed $6.3 billion and $2 billion, respectively.

Go-Jek cofounder Kevin Aluwi said on Monday that despite the company’s submarket diversification, it essentially provided three core services, which were moving people (transportation), moving things (logistics) and moving money (financial services).