NYC Taxi and Limousine

The New York City Taxi and Limousine Commission is the agency responsible for licensing and regulating New York City's (yellow) taxicabs. They license and regulate over 50,000 vehicles and approximately 100,000 drivers, and performs safety and emissions inspections. It's the most active taxi and limousine licensing regulatory agency in the United States.

The New York Times describes the 2007 NYC Taxi logo as...“not..the smoothest work of design”. It's been called “Disproportionate”.....“Imbalance”.......“a lack of continuity”....and...[the]“..oddly spaced A-X-I”. We challenged ourselves to design a more cohesive logo to fit seamlessly onto this famous iconic yellow taxi.

The New York yellow cab already has a strong brand. Its synonymous with New York, with its city life, sky scrapers, popular culture in movies and television series and its still the main alternative to subways and buses. We wanted to appeal to New Yorker's emotions by using the psychology of Geometric Shapes, which denote Efficiency, Protection, Community and Stability.

NYC Taxi & Limousine Commission