
Old - Taxi Without Logo (Photo: Smart Design)

New - Taxi With Logo (Photo: Smart Design)
In order to become a greener, visitor-friendly metropolis. New York City is revamping its look for the next several years. This include major overhauls within the “ubiquitous yellow” NYC taxi fleet. Newer, low emission hybrid vehicles were added. A multimedia display for passengers, with credit card payment feature, will be included later as well. In addition, a new “signature” - a logo.
The preliminary design of the new logo appeared early this year, when the Taxi and Limousine Commission (TLC), the government entity that regulate the industry, and Design Trust for Public Space, a non-for-profit organization, created a special exhibit to commemorate the creation of NYC taxis 100 years ago. From it, the logo developed by Smart Design, a prominent creative agency, became the evident choice.
Working free of charge, Smart Design returned to the drawing board and made alterations to the original logo via TLC’s request. A pre-existing font was used for “NYC” portion so that the new logo will complement with existing NYC signs. The letter “T” was placed into a circle of contrasting black, to avoid confusion with the new T subway line currently under construction.
Though the new logo fulfilled its original purpose for the most part since its debut October 1st, it could not escape from the criticisms, especially in a city filled with famous graphic designers and firms. Even ordinary citizens have criticized the new logo on several blogs, local talk shows and radio programs. Despite the inauspicious reviews so far, TLC will be moving forward with its plan and place the new logo on all NYC taxis during the next few months.
» New York City - Taxi & Limousine Commission
» Smart Design
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