New St George Cabs branding and fleet vehicle signage design.
The St George Cabs fleet which operates throughout Sydney’s metropolitan area had an existing design that appeared tired and dated and was in need of a re-vamp 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 modern brands.
Based on the legend of St George and the dragon, a simple wordmark using a serif font to give the logotype 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.
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 thank and commend the St George Cabs board, who, when presented with a variety of concepts were brave enough to branch away from the conservative and run with a more risky yet more rewarding choice.
