We help taxi service: redesign of the logo and the appearance of corporate identity

Our community has a #logomachine_help heading in which we help with design tips. On the examples of participants, we give advice on graphics, composition, explain errors. Our heading is not a complete redesign, but express assistance to improve the design. Usually it looks like this:


')
We noticed that mistakes are often repeated and made separate issues with small “help” . And once a month they decided to play on a large scale - to make a real redesign for one of the lucky ones. This time, “Taxi Bonus”, the corporate identity of which we will correct today, has become so lucky. Such a logo was a "Taxi Bonus":



Let's start in order: the first problem is that the logo is not supported by the corporate style. There is just a sign, but using only a logo is difficult to brand something.

However, it is very important for a taxi service to be able to brand: how is the site? business cards drivers? in the end the cars themselves? With one logo, without corporate colors, elements - it is difficult to become recognizable.

The second problem “Taxi Bonus” - everything, including social networks and printed materials, is decorated in different styles. Logo - a real chaos. Sometimes it is written in different fonts, sometimes the word “taxi” disappears. How can you remember such a logo if it is elusive and always looks different?

Site


In contact with


Printed products

There is another nuance - the shape of the heart is lost due to the pixel style, if it is reduced or increased:



And the red color, in combination with the heart, is more likely to be associated with a hospital or pharmacy than with a taxi. Again, all this greatly impairs brand awareness.

Bonus Taxi Solution

We start with an idea. Since this is a redesign, we will not change it much. Simply “screwing” to the desired state - we will make both classical and modern at the same time, and also use pixel art in the whole corporate style.

Sign
The sign lacks “weight”, the color elements fall apart as the logo is enlarged or reduced. This is easy to fix - you need to increase the sign, and place the taxis in the heart. To continue this corporate history, we made checkers along the edges of the mark; now it can be used as a corporate element.



Ideas and the process of changing the sign:


Pixel style taxi can be continued in this way: make a light box.



Of course, this is a decent investment. But it will work positively - it can become a feature of the service, and a taxi will be recognizable during the day, at night and in any weather.

Fonts
The sign turned out to be interesting and quite active, so you won't have to play with fonts here. We select a simple font, and so that it can be used separately from the sign, we add branded "pixels":


Layout
Usually logos are used in different ways: on the website, signs, in booklets and other media. A sign must be able to adapt to each shape and size in order to look organic.

To do this, you need a layout of the logo - we are thinking out options in advance: if the logo will be on a vertical surface, on a horizontal surface or will it not be possible to use it completely?

We made the layout options for all occasions:



It is also important to understand how the logo will look on different backgrounds: dark, white, color. It is not always an option to use the sign on only one background:



In the corporate style, we continued the theme of pixel art. In the beginning, they decided to try on a new design for the main carrier “Bonus Taxi” - a car.

But there was a problem: the original red color of the company turned the car into an ambulance, and the pixel pattern turned into a splash of blood. Habitual "taxi" yellow - also gave bad associations.

Therefore, the main color we chose orange. Warm and bright color made the corporate identity recognizable and juicy. You can see the entire selection history on the thumbnails:



As a result, the machines turned out like this:



Even for a taxi, you can make branded T-shirts, it is not difficult, but it will be easy to remember:



What else can you use for a taxi? For example, brand icons.

How can they help? And what if they distribute to customers, drivers? Imagine how many people can become a walking advertisement for a service.



Business cards, discount flyers are also important for the service:



Having received a business card or hearing about the company “Taxi Bonus”, a person will try to find it on the Internet. And when he finds the site or Vkontakte group, he should have no doubts that this is exactly the company he heard about and was looking for.

To do this, we tried on the corporate identity on the company's website, and for the Vkontakte group we made an example of the design of the post:


Site and mobile application


VK group

The form of the bonus coin, which we used as an element of the corporate identity, can be used for animation on the website or in the application:

Total

• After finalizing the logo has found the correct shape and color. This will help “Taxi Bonus” to be recognizable, as well as eliminate the possibility of confusion with other taxi services.
• Now the sign can be used both in large and in small size, without loss of readability, and the font part will be the same everywhere. The logo can be assembled both in the horizontal version and in the vertical version.
• The company has branded elements and color combinations, this allows us to understand that we are facing the same company, and not several different ones, as it was before.

If you want to participate in our section, then send your design directly in the comments or in our public VK . As always, good luck to you and your projects!



Prepared by Slepchevich Victoria for Log Machine