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ABOUT US | OUR STORY
Current Taxi set out in February 2017 to change the passenger transportation industry for the better, with both environmental impact reduction and first-class customer service at the centre of its objectives.
The green aspect of our business is clearly distinguished through our dedication to environmental sustainability; we are passionate about this planet and will continue to look for ways to reduce the environmental footprint of our business, and of those that support us.
Although less obvious, Current Taxi is equally as passionate about the experience its passengers receive—taking them from point A to B in an electric vehicle isn’t enough. Current Taxi is not only a transportation service, it is a hospitality service through and through.
ABOUT US | BRAND NAME
Our brand name reflects what we do, and how we approach what we do. We are a transportation and hospitality company that celebrates modern technological and environmental innovation, combined with an emphasis on providing first-class service.
Internal combustion vehicles have brought us to where we are now, but electric vehicles are our way towards a greener, healthier future for us and our planet.
Our brand is rooted in the belief that we have a responsibility to protect and preserve the current world we live in, and the world of our children. Our logo visualises this belief.
ABOUT US | OVERVIEW
To change expectations of people and industry through commitment to exemplary service and sustainable luxury.
To be Canada‘s biggest driver of social, environmental and technological change in the Transportation Industry.
ABOUT US | OUR PILLARS
Current Taxi is dedicated to treating people how they should be treated. Our employees, the public and our clients will be treated fairly, ethically and professionally, without bias or discrimination.
Current Taxi will always be the premier choice in transportation, using high-end, clean, efficient and luxury vehicles and supplying the end-to-end service to match.
Current Taxi believes it is our responsibility as citizens of this planet to create positive and impactful economic, environmental and social conditions which lead the change in the transportation industry to support a healthier planet.
Using a fully electric Tesla fleet, Current Taxi will #changethewayyouride.
THE BRAND | ICON
Electric current is electric charge in motion. Resembling two wheels in motion or an endless energy loop, our logo takes the shape of an infinity symbol, serving as a reminder of the long-term environmental impact our vehicles provide, and the importance of sustainability for our planet’s future. The subtle lightning bolt created by negative space within the infinity symbol harkens back again to our all-electric, zero-emission fleet of vehicles. The icon should be used alone only in circumstances that do not provide ample space for the entire logo. Usage includes social media channels, presence in the App Store and Google Play, Current Taxi’s website favicon, and company-approved merchandise.
THE BRAND | LOGO
Together with the Icon, the Current Taxi wordmark creates the full logo and captures the character of our brand in a sleek, clear way. The rounded, minimalist sans-serif letterforms encapsulate our company’s focus on providing a welcoming, luxurious experience in a future-friendly way. Our full logo should always be used where space allows.
THE BRAND | COLOURING
When using the logo on a light or white background colour, use the original logo. If you need to place a logo on a darker background colour, two “knock out” options have been provided. Use whichever logo provides the most contrast and visibility for your application, but do not re-colour the logos in any way.
LOGO | SPACING & SIZING
Be sure to maintain a sufficient amount of clear space around all brand marks.
To maintain legibility, ensure that the brand marks don’t get too small when applying to 3D goods, print communications, or digital media.
For the full logo, use the height and width of the “c” to establish clear space around the logo.
When using the Icon alone, use the width of one centre circle to establish clear space between any other logos or graphics.
LOGO | THE DON’TS
Here is what not to do with our logo:
Don’t use the wordmark without the accompanying icon.
Don’t type “Current Taxi” using any other font to imitate our wordmark.
Don’t tilt, rotate, stretch, skew or distort the logo in any way.
Don’t use the full-colour logo atop bright or similarly coloured backgrounds.
Don’t create your own version of the Current Taxi logo lock up.
Don’t use any shadows, glows, or other effects on the logo.
Don’t show the icon in any original colourways.
TYPOGRAPHY | PRIMARY
Current Taxi’s primary font of choice is Poppins: a geometric sans serif, open source Google Font that can be installed, embedded or downloaded for use in Current Taxi or partner materials. Always use Poppins for headers, CTA’s, and when only one font choice can be selected to reflect or accompany the Current Taxi brand on digital or printed mediums.
TYPOGRAPHY | SUPPORTING
Our secondary and supporting font is Roboto, a Grotesk sans serif Google Font that can also be installed, embedded or downloaded. Roboto should be used for body copy in web and print materials.
TYPOGRAPHY | DISPLAY (SOCIAL MEDIA)
Shrikhand Regular is a bold, playful display font also available via Google Fonts. Created by its designer in homage to “vibrant, hand-painted lettering” in India, it is best used for playful, expressive emphasis in our social media graphics, or potential t-shirt graphics.
TYPOGRAPHY | WEB SAFE
When neither Poppins or Roboto are available and a web-safe/generic fallback font must be selected, Helvetica or Arial may be used, in this order of preference.
COLOURS | OVERVIEW
Our brand palette draws obvious inspiration from the elements of our natural world ranging from cool, peaceful greens and blues, to muted neutrals, to bright, optimistic yellow. We use green in some aspect of every touchpoint, reinforcing our environmental focus.
COLOURS | LOGO
Our logo was created using PMS 7731, a custom gradient, and 100% black (K). Our logo palette differs from our primary and supporting brand colours (see next section), and should be used for printing/display of the logo only.
C – 85
M – 24
Y – 93
K – 9
R – 29
G – 134
B – 73
CUSTOM GRADIENT (INTERNAL USE ONLY)
#237639 – #12451f
COLOURS | PRIMARY
PINE – Use for featured text/headers in digital or print mediums. Can be used as standalone background colour or in a graphic with other brand colours.
MOSS – Can be used as standalone background colour or in a graphic with other brand colours.
SAND – Can be used as standalone background colour or in a graphic with other brand colours.
PEBBLE – Can be used as standalone background colour or in a graphic with other brand colours.
SKY – Can be used as standalone background colour or in a graphic with other brand colours.
SUNSHINE – Use as chosen accent colour for CTA’s and general emphasis. Use as social media graphic colour of choice. Can be used as standalone background colour or in a graphic with other brand colours.
C – 73
M – 40
Y – 78
K – 29
R – 66
G – 100
B – 69
C – 8
M – 6
Y – 9
K – 0
R – 232
G – 231
B – 226
C – 37
M – 11
Y – 58
K – 0
R – 167
G – 192
B – 135
C – 17
M – 8
Y – 7
K – 0
R – 209
G – 220
B – 227
C – 7
M – 7
Y – 20
K – 0
R – 235
G – 227
B – 203
C – 2
M – 27
Y – 81
K – 0
R – 250
G – 191
B – 77
COLOURS | SUPPORTING
STONE – Use as tonal support for PEBBLE or STONE, or in a graphic with other brand colours.
STEEL – Use as tonal support for SKY, or in a graphic with other brand colours.
GOLD – Use as tonal support for SUNSHINE, or in a graphic with other brand colours.
C – 48
M – 40
Y – 40
K – 4
R – 138
G – 138
B – 138
C – 76
M – 36
Y – 31
K – 2
R – 67
G – 134
B – 155
C – 14
M – 35
Y – 82
K – 0
R – 220
G – 167
B – 76
OUR VOICE | OVERVIEW
The role of our copy is to tell the Current Taxi brand story through our defined brand voice. Current Taxi’s voice reflects the values of our leadership team, our staff, and of course—our community. By speaking in a consistent way across our channels, we build trust with our community, in turn creating a safe place for open dialogue and allowing us to tailor our services to the needs of our community.
OUR VOICE | TAGLINES
#changethewayyouride | Change the way you ride
Our tag line can be used as a hashtag in print or digital advertisements, emails, social posts, or on merchandise. It succinctly communicates our brand mission: to not only change the way our guests think about transportation, but also demonstrate how changing the transportation they choose can make an environmental impact for the better.
When it reads more organically within a sentence, our tag line can also be written out in full, e.g., “We look forward to changing the way you ride.”
OUR VOICE | GRAMMAR BASICS
We’re a Canadian company and aim to connect with fellow Canadians. Always default to the Canadian spelling of a word unless it’s for a US-specific communication.
Generally, the standard rules of capitalization for title case and sentence case apply.
OUR VOICE | BRAND TERMINOLOGY
We’re not just driving battery-powered cars—we’re changing the way the passenger transportation industry operates by creating sustainable industry standards. This often involves some pretty technical terminology that needs to be explained in layman’s terms to our community. Many of these processes also have particular requirements for how they’re represented in the written form due to external brand guidelines. EG: Apple’s iOS operating software.
We call our drivers Ambassadors because each one represents and promotes Current Taxi’s vision and ethos: to provide a luxurious experience and treat our planet with respect. Our Ambassadors take pride in keeping the cars in meticulous condition for each new guest, and look forward to opening their doors and ensuring the music is suited to their preference.
Our Concierges are our dispatchers, and they are invaluable. Between organizing drivers, cars, schedules, booking multiple rides for our clientele, communicating with management and employees and more, they function as a quarterback supporting the team. This term came about to properly reflect the position’s many responsibilities and describe the luxury service that only a Concierge can provide.
GUESTS / PASSENGERS / RIDERS
We call our customers “Guests”, “Passengers”, and “Riders” because they are more than people paying to go from point A to point B. When our Guests choose Current Taxi, we want them to feel appreciated and looked after by our Ambassadors—just as they would in a five-star hotel or Michelin restaurant.
MEDIA | PHOTOS & VIDEOS
View and download updated, approved Current Taxi photos and videos.