«Tuda-suda» is a taxi operator in Rostov-on-Don, Taganrog and other cities in the South of Russia.
The Studio was invited to develop the name, the logo and the corporate identity concept for the newly created company. The aim was to develop a brand identity that could identify the profile of the company and at the same time would support reliable emotional communication with the consumer. To accomplish this task we proposed an original naming: Tuda-suda (literally: «to and fro»).
Analysis of the market of taxi services in major cities of Russia, as well as a research in brand identity of the leading taxi companies allowed us to detect most advantageous attributes of the visual identification in the taxi industry and, at the same time, to create a unique solution.
So, in dealing with color identification of the new brand we emphasized the recognizable color — yellow — and graphic — «checkered», which are strongly associated by the consumer with a taxi operator. These key elements of the corporate identity are seamlessly integrated into all representative materials and all formats of the company’s advertising communications.