Exercise 02: Logo Development

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For this next step in my project, my mission was simple. Logos! Now, I’ll admit I did go a little overboard by rendering four designs as apposed to three. But before I go into that, I wanted to discuss something I’ve already briefly mentioned, my very rough Canva (Canva, 2025) creations.

Logo References and Visual References used to create my logos. Created in Canva (Canva, 2025)

These are the closest thing I could think to use as examples of early sketches for my logos. Due to creating my designs virtually, I tend to skip over the breakdown section, hence the Canva (Canva, 2025) logos. I feel, paired with my visual references, these are a great way of demonstrating some early concepts of identity, tone and palette before I moved into my finished logo designs.

So, let’s get into the logos themselves. One of the first decisions I made was to change the name. Cab-E Online wasn’t in-keeping with either my brand identity or storytelling, with no elements speaking towards the message of safety or femininity. Peer feedback then assisted with my rebranding. When asked to express words they felt encapsulated a female focused taxi service, terms such as ‘Brat’ and ‘Barbie-core’ were suggested. Both odes to modern pop culture references, thus inspiring one of my two potential brand names.

Both iterations of my ‘Lets Go Girls’ (S. Twain, 1999) logo renditions in the scales:
Digital version: 150 pixels (height or width), 72 dpi, RGB colour mode.
Print version: 720 pixels (height or width), 300 dpi, CMYK colour mode.

‘Let’s Go Girls’ for those at home is a reference to Shania Twain’s 1999 hit ‘I Feel Like a Woman’ (S. Twain, 1999), a fun reference I felt would definitely resonate with the older end of my user demographic. In order to not negate the other end of my age bracket, I also chose the title ‘2 Cute 2 Drive’. By using a mixture of number abbreviations and ‘gen z slang’, I was able to create logos that address the visual and to-the-point nature of this section of my demographic (Wattpad, 2025).

From here it became all about the visual impact of my designs. This meant choosing fonts I felt were in-keeping with my theme, colour palettes that addressed my subject matters, and illustrations that aided in my branding.

Starting with my colour palette. Thanks again to my research I had rough visual references to go off in regard to aesthetic. The most predominant colour being, you guessed it, pink. Thanks Patriarchy! To compliment this, I felt a slightly less stereotypical option, was the addition of yellow. This fed into the ‘Taxi Cab’ yellow branding I aimed to communicate in my designs.

On the opposite foot, my choice of typography became a battle. Because I wasn’t sure which end of my demographic I wanted to focus more heavily on, I ended up fighting with what my key branding wanted to be. This resulted in four designs that where visually very pretty but not all that legible. With only two shining through as potential final iterations, these being both the ‘2 Cute 2 Drive’ variants. Whilst frustrating. It did help me solidify my choice in name, as I felt both font choices (paired with colour palette) supported my designs functionality.

Last but by no means least, came the illustrative section of my designs. By incorporating certain design components such as racing checkers, street signs and taxi cab visuals, I was able to communicate not only my brands style but also its purpose. These all aided in communicating the storytelling potential to my user straight from the get-go, allowing them to instantly acknowledge the brands function (being a taxi service).

Both iterations of my ‘2 Cute 2 Drive’ logo renditions in the scales:
Digital version: 150 pixels (height or width), 72 dpi, RGB colour mode.
Print version: 720 pixels (height or width), 300 dpi, CMYK colour mode.

Moving forward, the idea I aim to use is the street sign variant of my final two contenders. This came down to legibility of the logo when used in different size formatting. In order to show a strong iconography, I think a clearer logo with less background components and a minimalist font, will translate more on a wider variation of applications. Thus, my final choice.

As a final way of expanding on this decision, I decided to develop a small brand guidelines in order to show how this logo might translate when used in both a social media and advertisement setting. As well as expanding on my colour palette by using the site Coolors (Coolors, 2025).

Brand Guidelines demonstrating the correct way to deconstruct my chosen logo for social media and advertisement. As well as the correct colour palette.

References

Visual References

Competitor Research