Enough to get me drummed out of the Kool Kids’ circle
Uh…the new NYC Taxi branding? It’s growing on me.
I mean, it’s still wretched. Nothing can make that not so; there’s just something inexpressibly amateurish about the alignment of Smart Design’s otherwise-inoffensive “(T)axi” with the most regrettable Wolff Olins “NYC” slug. Even after Ground Zero, you have a hard time believing that New Yorkers could let themselves be swindled so baldly.
In use, on the street, in life there happens to be something about the logo’s manifest clumsiness that’s beginning to feel endearing to me, and it’s making it hard for me not to like it. (After a while…I wanted to.) Now that’s something I just didn’t see coming – and if ever, certainly not so quickly.