St George Cabs invested in new branding and vehicle livery design in order to refresh their brand image.

Case Study

The St George Cabs fleet operates throughout Sydney’s metropolitan area. They had a brand image which appeared dated and wanted a re-vamp of their branding and vehicle livery design to gain attention and increase brand recognition.

Percept’s approach was to begin with the logotype, giving it a clean and simple look, bringing it into line with more contemporary brands.

Based on the legend of St George and the dragon, a simple wordmark using a serif font to give the logotype design a sense of history, was used. The ‘T’ was then modified to create a subtle stylised sword.

We then moved on to the vehicle wrap which featured a stylised dragon breathing fire across the side of the cabs, creating highly engaging graphics which had instant impact and improved brand recognition on Sydney’s busy roads.

A reflective vinyl has also been used so whether it’s day or night, the new design is a real head turner!

We would like to commend the St George Cabs board, who, when presented with a variety of concepts on this branding and vehicle livery design project, were brave enough to branch away from the conservative and run with a more risky, yet more rewarding choice for their new branding.



Branding & Vehicle Livery Design

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