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NYC Taxi Logos Get A Makeover

NYC Taxi Logos Get A Makeover
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The city shifts towards a simplified visual identity, and the letter 'T' will stand alone as 'axi' gets dropped.

Janice Chow
  • 28 august 2012

In the interest of streamlining the city’s transportation and visual identity, the New York City Taxi and Limousine Commission has now adopted a new look: the logotype for the city’s medallion taxis has eliminated the word ‘taxi’ in favor of a bold yellow “T” in a black circle. The design also eliminates the fare panel and checkerboard on the passenger door in an effort to minimize clutter.

The ‘before’ design:

The new design:


The fare information remains unchanged, with only two kinds of fares available: a metered ride to anywhere in the city and a flat flare ride to Kennedy International Airport. All the fare information is now placed more usefully on the video screen inside the cab.

Will the simplified logo confuse tourists? David S. Yassky, chairman of the city’s Taxi and Limousine Commission, doesn’t think so:

We have no doubt that a yellow car with a roof light with a big ‘T’ will be understood as a New York City taxicab. Even the greenest of greenhorns will know that it’s a taxicab.

Similar to the recent street sign typography update, the new visual identity creates clarity, unifies the transportation system, and gives it a fresh look. The new logo design emerged from work being done on the “Taxi of Tomorrow,” the Nissan prototype with the firm Smart Design.

header image credit: Caitlyn Kim; all other images: David W. Dunlap/The New York Times
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