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New Logo for Addison Lee by Whistlejacket
 

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Noted Oct. 3, 2016 by Armin

Industry / Transportation Tags /

About

(Est. 1975) Addison Lee is “A car service. Extraordinary service. We wanted to create a car company different from the rest, one that provided a great service to our customers. Soon we were changing the way car service companies worked. Now we serve 10 million passengers in our home town of London every year and have expanded out to 350 cities worldwide. Our drivers get training not just in the practicalities of the road, but in how to deliver the most helpful, polished service. Our knowledge of transport logistics allows us to run a cutting-edge courier company too. We like to approach each journey as a new opportunity to serve our customers even better.”

Design by

Whistlejacket (London, UK)

Related links

Whistlejacket news page
Designweek news story

Relevant quote
“The yellow is a visual shorthand for taxis,” says Kielty, “and because the brand is often seen on the streets on cars that are passing by quickly, we also wanted something that stands out and grabs your attention.” The division between the A and the L also represents the two sides of a road, in a nod to Addison Lee’s original logo, says Kielty.

Designweek news story

Images (opinion after)
New Logo for Addison Lee by Whistlejacket
Logo.
New Logo for Addison Lee by Whistlejacket
Livery.
New Logo for Addison Lee by Whistlejacket
Livery detail. (Source)
New Logo for Addison Lee by Whistlejacket
Ads.
Spot.
Opinion

The old logo was brutally terrible. The best thing about it — which was still wrong — was that the "addison" wordmark looked like the adidas wordmark but other than that, the "AL" monogram was technically hideous. The new logo is nowhere near as offensive as the old one and, all things considered, it's not terrible. It's not great in any way whatsoever. The new "AL" monogram wants to come across as luxurious but the yellow color stops it in its tracks. There is also no reason for the "A" to be missing its crossbar, especially if there wasn't a bigger effort to have some sort of clever interplay between the shapes of the "A" and "L". The new wordmark, yeah, that's that. It's fine. The courier livery somehow looks more like a laundry service than courier. The ads are okay, I guess, as far ads that look like ads go: big headline, "clever" photo that pays off the headline, and that's it. The better element of this redesign might be the video spot, although everybody looks really sad and bummed out in the first half of it but the voiceover is pretty good. Overall, sort of the right idea but the execution is lifeless and doesn't quite know whether to be cute or business-like.

Thanks to Paul Turner for the tip.

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