You talkin’ to me?
Thankfully this was published after my cab ride back from the airport, after AIGA Denver:
“Whatever design changes befall the yellow taxi, in my mind they’ll forever have checker striping, double headlights, and a rate card posted on the front doors that’s quirkily lettered and reckoned in fractions of a mile. (But then, I also believe that ‘The Train to the Plane’ is still in operation, because its noisome jingle has never stopped playing in my head.)”
“It’s hard to argue with the principles behind the solution, but with so many different ideas at work it’s not surprising that the final form feels kind of unfinished. I do have to admire Smart Design for trying to introduce a form of lettering that evokes the old computer-printed hack licenses, since for me this is the defining typography of the backseat. But divorced from the puzzle of spending an entire ride trying to decipher a name like ‘rnprowit sj,’ I don’t know that everyone will get the connection. Perhaps they could have sealed the deal with ‘nyct axi,’ accompanied by a photo of someone who's clearly not the driver?”
That’s me, one of eight designers invited by The New York Times to critique the new NYC Taxi logo. (And I wonder why they don’t go to Brooklyn…) —JH