altering this so the edges were smoother, as one of my aims was to ensure the logo looked friendly, softening the edges by rounding corners achieved this feel. I had to include the visuals of a 'happy cab' but wanted to update this giving the company a modern looking image which may furthermore reach out to a wider audience such as Uber users as their branding is very simple and clean.
The outdated imagery of their current logo would only really appeal to very young audiences, broadening the demographic audience I made sure the logo was accessible to a wider group of people, maintaining the friendly fun side while looking professional, suggestive of a reliable service. A key point in the brief highlighted the fact they didn't want any typography, just "strong visual imagery". I had to ensure my logo was to be self explanatory and recognisable, maintaining the same colour scheme throughout the logo, website and Norwich City Council sticker I feel adds to this sense of familiarity and safety as it's licenced by the council which customers can clearly read from the sticker, but can now visually make this connection subconsciously whenever they see the logo in a quicker response time.
These above designs I decided were appropriate for the context and embodied a friendly, safe and reliable feel. With the third image I added a simple emboss experimenting with the aesthetic similar to other taxi logos which appear shiny with connotations of speed however I didn't feel it was appropriate alongside the Norwich City Council sticker which is just a flat colour, although these two are obviously not linked directly I feel the overall design featured on the car would looks a lot more fluid if the two were harmonious and backs up this notion of safety and reliability.
Looking more into this concept I played around with inverting the image and using the same colour circle encasing the cab. I played around with the Norwich city council colour swatch, a green I felt was appropriate that reinforced safety with connotations of earthy, healthy vibes and the lighter blue being a swatch from the City council cab sticker.
The design including the road I felt could be quite ambiguous and distracts from the simple visual of the cab, the rectangular lines on the road don't quite match the curved edges of the cab and aren't necessary as customers don't need further context as to what the logo means.
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