The product
Share Taxi is an app that lets customers share a ride with other passengers, making the journey cheaper and more environmentally friendly than travelling alone.
The brief
Share Taxi needed branding to separate itself from competitors and build a brand identity of its own. A strong identity communicates the benefits of the service to potential customers and makes the company easier to remember.
The approach
The branding emphasises the three things the service sells on: affordability, convenience and eco-friendliness. The logotype uses colour to carry the energy of a shared ride, and the app design follows the same modern, bold aesthetic so it stays easy to navigate.
The challenge
Setting clear expectations for the finished product, meeting every requirement, and producing design to the standard of the Dubai market.
The mark
The logotype splits its two words by weight rather than by line. SHARE is set in outline, TAXI in solid, and both sit inside a single black bar so the lockup reads as one object. The chequer strip lifted from taxi livery becomes the system's connective tissue, running from the letterhead through to the vehicle graphics.
Project details
- Client Share Taxi
- Year 11 June 2022
- Scope Branding and product design
- Location Sudan
- Deliverables Logo, stationery, business cards, app screens, vehicle livery
