Redesign project proposal for NYC Taxi's Logo.
This concept takes the old and melds it with the new. In my eyes, I see NYC as a place of luxury, culture and a melting pot of different people, backgrounds and tastes.
I feel this logo caters to an elevated design which can reach multiple audiences, is easy to read and will be visible from far distances.
Featured above is NYC iconic old logo and their newly designed logo changes.
The original logo was set in a custom typeface based loosely on computer generated block letters that used to be on driver’s licenses.
Their design looks bulky, the kerning is off, and the overall design spacing does not fit the feel of a taxi brand.
While the idea is to make a bold, high profile logo so patrons can see the cab stand out, I feel this is already accomplished using the coined yellow color of the vehicle itself, which is a state mandated regulation for Medallion cabs.
Logo mockup on cab.
Final example of logo in different styles.
