Gojek's design site shows its brand: illustration, motion, tone of voice, typography and a list of design system components. It names the components but publishes no usage guidance for them, so Shortcut treats it as a brand reference, not a design system.
Shortcut points to it for
Voice by audience
Named motion curves
A cast of illustrated characters
Used for
A Southeast Asian reference for brand expression in a product
Read this first. The site is a showcase more than documentation. Several pages are mostly images, which Shortcut cannot read as text, and it does not describe what the images show. The footer is dated 2025; no page gives a publication date.
What makes it interesting
Craft guidance
Tone of voice is split by who is reading: customers, drivers, merchants and corporate clients each get their own.
Motion has named curves and stated principles, which is more than most brand sites publish.
Illustration is built around recurring named characters, not a style alone.
It allows humour in places such as release notes, and says so on purpose.
What designers can learn from it
How to write one brand voice for several audiences without sounding like several companies.
How to give motion a vocabulary a team can share, before any timing value exists.
What a brand site leaves out. Names without usage rules are an inventory, not guidance.
Tone and voice
Gojek describes its tone of voice as clear, casual, witty and empathetic.
It sets out different voices for different users: Gojek customers, drivers, merchants and GoCorp.
It describes giving whimsy in a mostly serious place, and shows app release notes as the example.
The page shows examples. It does not publish a word list, a reading level or rules for error messages.
The names on Gojek’s Design System page, as written there. They are names only: none opens a page of guidance, so Shortcut says nothing about how any of them looks or behaves.
Action
Backdrop card
Badge ribbon
Bottom bar
Bottom sheet
Button
Checkbox
Chips
Circular button
Content switcher
Date picker
Dropdown
Empty state
File uploader
Flag floating
Floating tab
Gopay bar
Group toggle
Input field
Page control
Pagination
Progress bar
Radio button
Slider
Spinner
Suffle card
Swipe button
Tabs
Time picker
Toggle
Tooltip
Wizard
32 names. “Suffle card” is spelled as on the page. To see how documented systems handle the same components, use the comparison.
What Shortcut looked for on the site and did not find. An absence on the pages read, not a claim about what Gojek has internally.
Component usage guidance
Component names are listed. No page says when to use one, or how it behaves.
Colour values
The Colors page names a green, but its values were inconsistent between formats when read, so Shortcut publishes none.
Spacing and layout
No spacing scale, grid or breakpoints.
Corner radius and elevation
Nothing published.
Accessibility
No contrast, target size or assistive technology guidance.
Responsive and device guidance
Nothing on viewports, tablets or foldables.
Brandmark and photography
Both pages exist but were images only, with no text to read.
Iconography
One descriptive sentence. No sizes, grid or usage rules.
Motion timing
Curves are named. No durations or easing values.
A dated announcement
Shortcut found no dated post about this site or a rebrand, so nothing appears in Updates.
What to take from it
Craft guidance
Voice per audience is the idea worth taking
A driver mid-shift and a customer ordering dinner read differently and want different things. Naming the audiences is the first step; most products never do it.
Name things before you measure them
"Move-In" and "Flair-In" give a team words to argue with. A product with no motion spec can start here and add values later.
Do not mistake a showcase for a system
Nothing here tells you how a Gojek button behaves when disabled. If you need that, read a system that documents it.