Project Summary

// Project: Redefining a City Icon for the Digital Age
Glasgow Taxis is a trusted institution—woven into the fabric of the city’s daily life. They approached Soul with a clear goal: to evolve their brand for the modern era while honouring the trust, heritage, and community connection they’ve built over decades.
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// The Challenge: Modernising Without Losing Identity
With shifting expectations in urban transport, Glasgow Taxis needed a bold yet respectful brand evolution. The brief was to modernise their design language, enhance digital performance, and develop a more emotionally resonant communication strategy — one that would speak directly to the people of Glasgow, while reflecting their values of loyalty, passion, innovation, and social responsibility.

In partnership with The Creative Cell, we delivered a comprehensive rebrand — balancing legacy and innovation to craft a clearer, more connected identity.

Strategic Brand Evolution
We redefined Glasgow Taxis’ positioning — streamlining their brand architecture, refining the colour palette, and simplifying their identity to feel fresher and more future-focused.

Logo Redesign & Brand System
The updated logo maintained visual continuity while becoming more versatile and legible — particularly across digital formats. We created a complete visual identity system, paired with clear brand guidelines to ensure consistent use citywide.

Unified Visual Language
From taxis on the street to digital assets and internal communications, we established a coherent, recognisable brand experience — designed to be warm, confident, and unmistakably Glaswegian.

Positioning Statement: Your City's Friend
‍A brand line was developed “Your City’s Friend” to encapsulate Glasgow Taxis’ role as a reliable, community-first presence — more than a service, a relationship.

The revitalised identity helped Glasgow Taxis remain relevant, trusted, and visible, achieving improved digital visibility and stronger community connection in a rapidly changing urban transport landscape.

‍Improved Digital Visibility
A simplified logo and cleaner visual language led to stronger performance across web, app, and social platforms.

‍Stronger Community Connection
The new proposition speaks directly to Glaswegians — reaffirming Glasgow Taxis’ role in daily life, beyond transport.

‍Modern Yet Familiar
The brand redesign retained the essence of the original while bringing it confidently into the present.

‍Consistent Brand Experience
Across all touchpoints — from livery to booking apps — Glasgow Taxis now presents a unified, professional face to the public.

By refining, not reinventing, we respected the trust Glasgow Taxis had earned over decades while improving clarity, visibility, and emotional relevance. The result is a brand that feels both familiar and fresh — ready to thrive in a fast-evolving mobility landscape.

‍Final Word
Modernisation doesn’t mean starting over. This brand evolution shows how thoughtful design can carry legacy forward, with renewed purpose and digital-first impact.