• PrintMag

Teed-Off Taxi

Last week, the axi” in “Taxi” disappeared from New York cabs. Funny, in September rates go up 30 percent, and now they’ve taken our “axi” away. It took a long time to become reconciled to that circular T and bold “axi,” and now its gone. What a ripoff.

The new logo derived from the “Taxi of Tomorrow” Nissan prototype with the firm Smart Design. The pared-down design also rejects the stream of checkerboard shapes that was a reference to the grand old, long obsolete Checker cab.

. . For more on logo design, check out Jim Krause’s The Logo Brainstorm Book, now on sale at MyDesignShop.com.

#DailyHeller #NYCTaxi #SmartDesign #StevenHeller