In developing a new trademark for Choice Taxis, I set out to unite the laurel reef across imprints and media, to solidify its visual identity as it expands into the digital age of business, and to help increase recognition.

The new visual identity emphasises the laurel reef (which holds existing recognition throughout Hemel Hempstead) removing all elements confining the space surrounding it. It is set in bold san serif letting, which contrasts and complements the classic symmetrical laurel leaf symbol - appropriate for a leading taxis firm.