Glasgow Taxis Ltd has unveiled a new look to help demonstrate the variety of work and acts of kindness its people carry out on a daily basis – as Your City’s Friend.
Now visible across 30 iconic taxis operating in Glasgow 24/7, 365 days a year, the Your City’s Friend brand is intended to remind people not only the core service provided but of the significant added value and charitable work the company undertakes all year round.
Glasgow Taxis Ltd, the largest taxi firm in the UK outside London, is rolling out the new creative across licensed taxis, driver and staff workwear, advertising and marketing materials. The brand positioning and application was devised by Creative Cell.
Stephen Flynn, Glasgow Taxis Ltd chairman, said: “We’re very proud to reveal Your City’s Friend as the new slogan for Glasgow Taxis Ltd, which perfectly captures the essence of our role in serving Glasgow. Our staff, members and drivers help transport thousands of people safely every day but we do so much more, often unseen or unheard, and always for the betterment of the city.
“For example, in the first couple of months of 2019 we have introduced defibrillators to 15 taxis, one driver helped recover the stolen mobile of a Strictly Come Dancing dancer, another fixed the wheelchair of a conference delegate, and we’ve supported the Beatson Cancer Charity, Glasgow Children’s Hospital Charity and Prince & Princess of Wales Hospice too. We’ve a phrase at Glasgow Taxis – “this is what we do” – and these examples and many more are simply all in a day’s work.
“Your City’s Friend is a complementary message to the famous People Make Glasgow slogan, which also features on our 30 cabs, reminding that our staff and drivers are the very heart of Glasgow Taxis.”
With a fleet of 800 fully licensed six-seat and five-seat taxis, Glasgow Taxis Ltd is the single largest taxi provider in Scotland and in the UK outside London, with all vehicles wheelchair accessible and all drivers licensed and certified.
Aileen Crawford, Head of Glasgow Convention Bureau, said: “Glaswegians are globally renowned for their friendliness, kindness, integrity and good humour, and it’s something that is referenced frequently by our tourists and conference delegates, which is why it’s no surprise that we’ve been voted the world’s friendliest city by Rough Guides or regularly feature as a must-visit destination in leading travel publications like Lonely Planet and National Geographic.
“Undeniably, at the heart of Glasgow’s success is our people and our award-winning People Make Glasgow city brand perfectly encapsulates this; it’s an irrefutable truth. We’re delighted to support this new brand from Glasgow Taxis Ltd, which reflects a long-standing commitment by one of the city’s leading businesses to delivering world-class customer service and always going the extra mile for our residents and visitors.”
Marc Johnson, Creative Director at The Creative Cell, added: “Established in the 1950s, Glasgow Taxis is the benchmark for Glasgow’s licensed taxi industry. Our research told us that when people want to feel safe, feel certain, when it matters and when it’s just for fun, they could always rely on Glasgow Taxis.
“At The Creative Cell, our aim was to capture and elevate the brand ethos and build on the strengths of the passion, innovation, loyalty and social responsibility that the team at Glasgow Taxis provide for the city of Glasgow and its people. More specifically, the brand positioning and system we developed reflects an audience-first communication that is honest, bold, straightforward and consistent.
“The evolution of the Glasgow Taxi brand was through the strong use of colour, simplification of its logo and a clear positioning statement allowing for it to be approachable, easy to read, in order to take full advantage of what Glasgow Taxis is to the people of Glasgow. They are the city’s friend. We look forward to working closely with Glasgow Taxis to build on their new brand proposition and confident brand expression.”