PinkCab

With this in mind, we began developing the verbal identity of the company, which evolved into its big idea: “Driven Women”. This double entendre is perfectly suited for the principles that founded the brand and the female riders and drivers it represents.

The wordmark and brand symbol needed to not only complement the big idea, but also be feminine, strong, and independent. The symbol was designed to represent this concept in every way. The “P” for PinkCab comprises of the “map marker” representing location and free movement; the circular characteristics of the icon and wordmark are symbolic of security and community; and the triangular forms within the P represent change (delta) & future growth.

All of these elements unite to form the logo and “the face” of PinkCab embedded within the P, representing the women the company is focused on supporting. “The face” is meant to be abstract and subtle, leaving a subconscious yet recognisable indication of PinkCab’s focus on women and their journey.