YELLOW CAB ORIGINAL LOGO:  I thought this logo looked like a caution sign to customers and didn't reflect any of Yellow Cabs unique attributes as a company. 

YELLOW CAB ORIGINAL LOGO: I thought this logo looked like a caution sign to customers and didn't reflect any of Yellow Cabs unique attributes as a company. 

  LOGO REDESIGN:  Yellow Cab SF is all about community and cooperation. I wanted to reflect that spirit in a friendly, modern identity that reflects the enduring free spirit of San Francisco.

LOGO REDESIGN: Yellow Cab SF is all about community and cooperation. I wanted to reflect that spirit in a friendly, modern identity that reflects the enduring free spirit of San Francisco.

Yellow Cab

OBJECTIVE: To re-design an existing identity and branding system. We were to deliver a new identity, brand guidelines, stationery system, and show how it would be applied.

SUBJECT: The Yellow Cab SF Co-op was formed by former employees of the bankrupt Yellow Cab Company in 1977 as a membership cooperative. All thirteen directors are currently active in the company; nine are drivers and four manage day to day operations. All their drivers carry SF municipal cab medallions, have taken a taxi driving course, and have had a thorough background check. With the advent of ride share services, Yellow Cab has seen a decline in business. Yellow Cab has taken steps to modernize by creating an app but, their image still reflects the inconvenience of the old cab hailing system.