NYC Taxi : Rebranding
This is a college project. The objective of this project was to pick an existing brand/Logo which we felt didn't work and rebrand it. I picked NYC taxi as my brand as i felt the typography was poor and it didn't represent the iconic New york Yellow taxi cab. We had to study the brand and come up with 4 characteristics that defines the brand. The four characteristics were : FAST, FRIENDLY, DIVERSE, RELIABLE. The horizontal lines in the logo represent the Speed and Reliability of NYC taxi. I wanted to experiment with typography in motion. The entire Visual System of the brand is derived from the four characteristics of the brand.
