glasgow taxis
// re-branding and marketing

PROJECT SUMMARY

// Project: Driving a Modern Brand Redesign for Glasgow’s Iconic Taxis
At Soul Creative Agency, we specialise in brand redesign and elevating established companies to resonate with contemporary audiences while honouring their heritage. This case study details our comprehensive corporate identity design and marketing design agency collaboration with Glasgow Taxis, an iconic and trusted service provider for the city.
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// The Challenge: Reinvigorating a City Institution's Image
Glasgow Taxis, a pillar of the city's transport network, sought to re-energise its brand perception and craft an audience-first communication strategy that was honest, bold, and consistently reflective of their values: passion, innovation, loyalty, and social responsibility. The challenge was to modernise their image without losing the trust and familiarity built over decades. They needed a branding and design agency that could undertake a significant brand evolution, including a logo redesign, to increase digital visibility and clarify their unique proposition in a rapidly changing urban mobility landscape.

// Our Solution

Strategic Brand Evolution & Unified Visual Identity
‍In collaboration with The Creative Cell, Soul delivered a holistic brand identity design solution for Glasgow Taxis, focusing on clarity, consistency, and modern appeal:

‍Strategic Brand Evolution:
We developed a comprehensive brand evolution strategy that redefined Glasgow Taxis' position. This involved a strategic approach to colour palette and a simplification of the existing logo, ensuring it was recognisable yet refreshed.

‍Logo Redesign & Brand System:
Our expertise as a logo design agency was central to simplifying their emblem, making it more versatile for digital and traditional applications. We then built a complete brand system and detailed brand guidelines, providing a structured framework for all future communications.

‍Unified Visual Identity:
Our graphic design agency services ensured a consistent and cohesive visual language across all touchpoints, from vehicles to digital platforms. This involved creating internal communications materials to align their team with the new brand ethos.

‍Clear Positioning Statement:
We crafted the powerful and relatable brand proposition, "Your City's Friend," which beautifully captured the essence of Glasgow Taxis' role within the community.

// The Impact

Enhanced Visibility & Strengthened Brand Connection
‍Our integrated company branding services resulted in a revitalised brand presence for Glasgow Taxis, significantly enhancing their connection with the city:

‍Increased Digital Visibility:
The strategic design visual identity and refreshed brand elements led to enhanced visibility across Glasgow Taxis' digital platforms, improving online engagement.

‍Strengthened Brand Proposition:
The new positioning statement clearly articulates their value and role, fostering a deeper, more emotional connection with passengers.

‍Modernised Brand Image:
The comprehensive brand redesign successfully modernised the brand's perception while retaining its trusted heritage.

‍Consistent Customer Experience:
Through clear brand guidelines and a unified visual system, Glasgow Taxis now offers a consistent and professional experience across all interactions.

“The new proposition for Glasgow Taxis Ltd, perfectly captures the essence of our role in serving Glasgow. ‘your city’s friend’ is a complementary message to the famous ‘People Make Glasgow’ slogan. Our drivers help transport thousands of people safely every day, but we’ve always do so much more.”

Chairman - Glasgow Taxis Ltd.

// WHY SOUL

This project exemplifies how Soul Creative Agency, as a leading creative graphic design agency, delivers impactful brand redesign and corporate identity design solutions that empower long-standing institutions to thrive in contemporary markets.