Oh, how we love "rebranding." From the stumblebums at The Gap to the desperate deckhands on the Microsoft Titanic, needlessly changing your logo is all the rage these days, so we shouldn't be surprised to see the New York City Taxi and Limousine Commission join in on the fun by eliminating the word "taxi" from the city's cabs. That's right, while they'll still be yellow and hailing one will still prove challenging for out-of-towners, New York's taxis will now be identified by a yellow capital "T" in a black circle.

2012 Toyota Prius V New York City Taxi with old logoAccording to The New York Times, besides their "axi," cabs will also be losing their passenger door fare panel - the information will be displayed on the cab's video screen instead. The subtle shift in design is the result of New York's Taxi of Tomorrow program, in which the Nissan NV200 was picked to become the city's exclusive taxi vehicle, starting next year. The t-in-a-circle logo was created by Smart Design.

David S. Yassky, the Taxi and Limousine Commission Chairman, responded to questions about whether people would be able to identify the new cabs by saying, "Even the greenest of greenhorns will know that it's a taxicab," according to the report.


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  • 26 Comments
      Nick Allain
      • 2 Years Ago
      Boston transit system, the "T", uses the same logo for trains, electric trains, and buses - but not Taxi's. Way to not be confusing at all. Typical New York - makes decisions based on the idea that they're the only city in the world.
      adrenalnjunky
      • 2 Years Ago
      This was probably preceded by a $4.3million dollar marketing and branding study.
      Steve
      • 2 Years Ago
      I 'm from NYC and what moron thought of this change? T is meant for transit, like buses, and trains. Not taxis. That Agency is so bloated it needs to be overhauled. Bloomburg get on this!!!
        brucec039
        • 2 Years Ago
        @Steve
        Ironic that you complain about a bloated government agency, then ask the government to solve the problem. It's not in their interest to un-bloat. How about "voters, get on this!" instead?
        RustyShackelford
        • 2 Years Ago
        @Steve
        I live in the NY (state, not city), and this was my first thought as well.
        waetherman
        • 2 Years Ago
        @Steve
        I've never heard anyone in the 20 years I've lived in NYC say "take the transit to 86th street" or "take the crosstown transit and get the 6 transit". New Yorkers refer to it as the subway, the train, or the bus. Really old school New Yorkers refer to it as the IRT and the BMT, though that has definitely declined recently. And while the Ts in MTA, IRT and BMT all stand for Transit, the word means nothing to most New Yorkers. I have heard New Yorkers jokingly refer to cabs as "the T line" or "the yellow line", though now that the MTA has started reinforcing the branding of train lines by color, less people do that. Either way, I don't think that many people will be confused, and I think branding taxis with a T is an interesting way of including them in to the city's transportation system.
          RustyShackelford
          • 2 Years Ago
          @waetherman
          It's not just a NY thing, either. http://www.mbta.com/schedules_and_maps/subway/ http://www.the-t.com http://www.news1130.com/news/local/article/23218--t-marks-the-spot-for-transit The more one travels, the more one associates "T" with transit. If this is part of a greater, all-encompassing change (where the "T" will be seen across public transit), this would make some sense. As it is, it's probably not important enough to actually be confusing, NYers probably won't even notice as long as the car's yellow. But Steve still has a point about the lack of thought that is more than likely the real issue, not a grand plan.
      kcfenderfan
      • 2 Years Ago
      The t-in-a-circle logo was created by Smart Design. When asked about the design, a representative of Smart Design said, "It is a T in a circle."
      kyle
      • 2 Years Ago
      i love how they show a POS rice burner hybrid as the example taxi.
        Tirac
        • 2 Years Ago
        @kyle
        Its a stock taxi what is it burning? Its rice because it has OEM wheels? Fail dude fail
        • 2 Years Ago
        @kyle
        [blocked]
      Andyz
      • 2 Years Ago
      I was driving my Yellow Lamborghini that used to belong to Mr T through Manhattan yesterday and some German Tourist tried to get in at a light, boy I can see how confusing this will be.
      • 2 Years Ago
      [blocked]
      ngiotta
      • 2 Years Ago
      "Desperate deckhands at Microsoft?" Why exactly would a company with 90% of the OS market share and hundreds of billions of dollars be "desperate"? If you knew anything other than paying a premium for recycled and re-patented technology from Apple, you'd know the Microsoft rebrand has nothing to do with desperation and everything to do with the new Metro design language. For someone so fooled by marketing, you sure seem to have a disdain for it.
      vince
      • 2 Years Ago
      So by making $6.7 billion last quarter on a record $17.4 billion in revenue, while maintaining a market capitalization of over $250 billion, Microsoft has earned itself a comparison to the Titanic? Stick to cars guys... Also, I cringe to think how much was spent on that "new" logo.
        RustyShackelford
        • 2 Years Ago
        @vince
        "Also, I cringe to think how much was spent on that "new" logo." No kidding. And why are so many new logos just a colored square by a name? I understand keeping things clean and simple, but come on. Moving squares aren't creative. They are lazy design. Yet, they seem to have quickly become the Corolla of corporate design--ubiquitous, safe, and boring.
      Chet
      • 2 Years Ago
      So the Nissan NVFail will be the only taxi on the streets of NYC moving forward? What a shame.
        Mason
        • 2 Years Ago
        @Chet
        Nope, it's official in name only. Lots of other cars have been approved for taxi use.
          SethG
          • 2 Years Ago
          @Mason
          Over the past 10 years or so there has been an increasing variety of cars approved for taxi use. I'm not sure that this trend will continue when the Nissan shows up. All indications are that it will be the dominant cab on the streets.
      WillieD
      • 2 Years Ago
      Well, we all know Jeff Sabatini knows nothing about tech. Microsoft is an incredibly successful company and they're only getting better.
      BC
      • 2 Years Ago
      "needless changing"? The reality is that many businesses change their logos every decade or two, either to update the the graphics or the typefaces or both, so as not to appear out of step with the times or the customers who weren't born the last time the logo was changed. Just look at how many logos most of the oil companies and automobile manufacturers have had in the past 100 or so years. Apple has only been around 35 years and has updated its logo several times. Also consider that the logo on products isn't always displayed the same way as corporate communications.
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