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This study uses a qualitative approach with Roland Barthes' semiotic analysis to find out what values are contained in the logo of PT. Grab Indonesia as a corporate identity is seen from the meaning of denotation, connotation and myth. Based on the research results, the denotative meaning of the PT. Grab Indonesia has a deep philosophy about life which is illustrated by the symbol of two green lines that read “Grab”. This logo is inspired by a continuous highway, representing endless opportunities for customers, partners, employees and communities. Life and life need a balance of all the realities and consequences that exist and this philosophy is described through logotypes and logograms as elements that form the company logo. The conative meaning is shown by various elements in the logo in the form of two lines representing the highway, while the myth is that the two lines in the logo are interpreted as an application and a user, where the application was created to complement all user activities.

Jalan Tak Berujung: Makna Logo Grab Indonesia