Hansom Taxi

Creating a bold and quirky brand for an start-up taxi service in Leicester before the Uber boom.

Hansom Taxi located next to Leicester City Train Station.

The Challenge

Hansom Taxis, a start-up cab service established in Leicester City Centre before the Uber-boom, wanted to offer a fresh alternative travel experience compared to the traditional black cab model with a contrasting approach.

My Role
  • Brand Consultation
  • Logo Design
  • Promotional Design
  • Web Design

Hansom Taxi’s required a bold and quirky brand to represent it’s values and stand out amongst the crowd at the Leicester City Railway station and online.

Logo Design

The brief was simple: to create a logo that was to be symbol and iconic, something that was a fresh perspective to users who were so used to hiring a black cab and therefore could remembered easily. It needed to communicate taxi transportation but also the ethos of 'service with a smile'.

Initial kick off discussions commenced to understand the vision, the brand, challenges how to make the design stand out; which then lead to initial experimentation of concepts from moodboarding, sketching and then more polished concept logo designs which encompassed many elements such as vehicles, vehicles elements, moods, transport symbols, faces and more. These were then refined and iterated on to be made cleaner and simpler to emphasise that iconic look.

Icon Design for Hansom Brand
Icon Design for Hansom Brand

To help stand out amongst the crowd the brand colour palette lead with a vibrant orange, which was paired and offset with the traditional black as the foundation. This allowed it to be bold, fresh without being too over the top (compared with yellow and black) and also contrasted with the black to link back to the black cabs. The brand logo was designed to be responsive across different layouts and touch-points for both digital and print.

Marine Superstore Design Prototypes
Hansom Shopfront Branding
Hansom Branding Hansom Branding Hansom Branding

Web Design

To coincide and support with the brand launch a slick yet simple one-page website was designed and built with the objectives of introducing the company, showcasing what makes them so unique and driving users to ‘hail a hansom’ either by phone, online booking or via the app.

Hansom Website Laptop