Working in partnership, we helped Glasgow Taxis modernise their brand while protecting their heritage and community connection.

Glasgow Taxis is a well-known and trusted brand, but their identity needed to evolve.
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They needed to:
• Modernise their brand without losing heritage
• Improve clarity across digital platforms
• Strengthen emotional connection with the public
• Create a consistent identity across all touchpoints
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The challenge was to move forward without losing what made the brand recognisable.

Working in partnership, we focused on evolving the brand rather than replacing it.
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This included:
• Refining the brand positioning
• Simplifying and modernising the visual identity
• Developing a clear and consistent brand system
• Creating a unifying message across communications
• Supporting digital and internal brand alignment
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This balanced legacy with innovation to create a stronger, more connected identity. The approach was rooted in respect for the existing brand, while improving clarity, usability and relevance.

The updated brand helped Glasgow Taxis remain relevant in a changing transport landscape.
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This resulted in:
• Improved digital visibility across platforms
• A stronger connection with the Glasgow community
• A more modern but recognisable identity
• A consistent brand experience across all touchpoints

The result is a brand that feels both familiar and future-ready.

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.