Background
Rio Cabs provide trusted, reliable travel across Newark-on-Trent and surrounding villages. Along with a range of other services including airport transfers and wheelchair accessible transport.

Brief
Already established in the town, they had plans to expand their fleet of vehicles and offer a wider range of services, but first they wanted to create a more recognisable and professional presence to build a greater level of trust.

Solution
This was one of the few projects where I never actually met the client in person, but from the initial conversations and follow-up discussions, I had a very clear idea of what they wanted to achieve.

The most suitable approach was to create a unique and recognisable logomark that could be badged onto anything, including an ever-increasing range of vehicles of different size and style.

I took the concepts of travel, journey and destination and interweaved them to create the initial letter R. The name Rio has connections to the owners Brazilian heritage, so I chose to incorporate more vibrant colours as a hint to the bright, carnival-style imagery often associated with the City to bring a bit of Brazil to the people of Newark.