Evolution
Revolutionised
LEVC
Evolution revolutionised
Client: LEVC (London Electric Vehicle Company), manufacturers of the iconic London Black Cab
My role: Creative lead across brand strategy, identity, campaign work and full asset production.
The brief: LEVC, the manufacturer behind the world famous London Black Cab, needed a complete brand overhaul ahead of the launch of their new TX vehicle. Operating under pressure from competitors and with a reputation for reliability working against them, the rebrand had to modernise the business while honouring the icon it had built. This was the most significant vehicle launch the market had seen in over a decade.
What we made: Over eight months we developed a new brand strategy, visual identity, logo, website and full asset suite for LEVC. The creative concept drew on the history of the original Hackney carriage, with the horse becoming the heart of the new logo. A striking black and yellow colourway reinforced the immediate brand association with the London taxi. We delivered comprehensive brand guidelines covering advertising, logo use, print, stationery and digital, built to be adopted internally and by third parties. Alongside the identity, the team delivered two major photo shoots producing a studio and lifestyle asset bank to support the TX launch. The campaign ran across trade press and digital, addressing driver misconceptions and building confidence in the new vehicle ahead of launch.
Design process
The logo concept came from looking back before looking forward. The origins of the Hackney carriage as a horse drawn vehicle provided the creative foundation, but the specific inspiration was the Pegasus, the winged horse of Greek mythology said to carry heroes to safety. It felt like the right symbol for a brand on the verge of transforming an icon.
From that starting point I went through months of design exploration, working to capture the essential character of the horse in a mark that could carry the weight of a global brand. The final identity was developed using Fibonacci sequencing and golden ratio principles to arrive at a logo with the precision and balance the brand demanded. The result became the badge worn on every new TX vehicle from launch.
Brand Identity
Launch Campaign
