The city shifts towards a simplified visual identity, and the letter 'T' will stand alone as 'axi' gets dropped.

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.

READ THIS ARTICLE FOR $15
$15 provides access to this article and every case-study, interview, and analysis piece that we publish for the next 30 days. Our Premium Subscription also provides access to a database of over 100,000 articles on innovation in brand, customer, and retail experience.
Already a subscriber? Log in