Curb
I shepherded Taxi Magic through a rename and rebrand to Curb in order to stand out from other taxi industry apps and compete with a growing and already saturated rideshare space.
After the launch of the new brand, Curb was offered a spotlight on the Apple App Store as a featured travel app.
The name Curb was designed and focus grouped to be easy and quick to say, as well as to inherently explain the app’s experience of delivering you curb-to-curb around your city.
I created the logo with simplified, geometric letterforms using the stick of the R as a street curb, while the Curb logo as a whole mimics the motion and balance of your ride, and the intertwining overpasses and streets on a city grid.
Where the former app’s brand relied heavily on taxi imagery and a dark, uninviting palette, Curb was made to stand out from other taxi apps on the market, while appearing bright, fresh, and friendly, like the service you were to receive with a professional taxi driver.
The gridded background of lines coming off of the logo’s letterforms also carried on the city map imagery through the app icon and collateral.
Custom photos and a fresher color palette allows Curb branding to stand out on its own in the taxi market, as well as against other taxi fleet branding and materials.
I created a brand standards guide as a pocket reference for all employees. It outlined the company’s mission and vision, as well as standards for the logo, color palette, brand voice, and brand language.
Despite a later acquisition, the logo and colors have endured and are still in use across branding online, in the app, and in cabs across the U.S. today.
