A new logo for Manchester’s largest taxi company. Our first instinct was to change the name but the brand is so well known around Manchester that the locals don’t read it the way outsiders do. This was a rare case where all the client wanted was just a logo. I’m proud of the way the brand mark uses the classic taxi chequer pattern in a way that’s new and unique to the category.
Customers don’t always have a preference for which brand of taxi they catch. Most of the time they just want to jump in the first taxi they see, so it was important that the branding screamed ‘this is a taxi!’ It meant that we had to play with existing visual elements that people already recognised. The challenge was to take a visual device that’s sterotypical to the industry and twist it into something that is new and unique.