Pentagram has created a new brand identity for the London Taxi Drivers’ Charity for Children.

Active for over 90 years, the London Taxi Drivers’ Charity for Children seeks to improve the lives of the children who are most in need. Alongside its important fundraising work, the organisation takes hundreds of special needs and disadvantaged children and their carers on outings (including day trips to the seaside, the theatre and the zoo) and creates fun events for them including Christmas parties. Another important aspect of the charity’s work is assisting with appeals, and it also provides essential funding for recreational, technology and mobility equipment for the children.

The London Taxi Drivers’ Charity for Children (previously the London Taxi Drivers Fund for Underprivileged Children) has been running since 1928. The committee of volunteers responsible for running the charity felt the previous branding was out of step with the contemporary landscape and risked alienating or patronising the families they were helping. The charity asked Pentagram to look at how its identity could better reflect the broad scope of work that it does and perform better in a contemporary environment.

The identity created by Pentagram uses the front view of the iconic hackney carriage to communicate the aims of the LTCFC and give them a friendly ‘face’ that will appeal to both donors and the children that they help. A2 Type’s bold, rounded sans serif Boing is used for the wordmark to convey a sense of fun, without compromising on impact.

A reception hosted by the charity’s patron HRH The Duchess of Cornwall was held at Buckingham Palace to celebrate the rebrand and the charity’s 90th anniversary. The new branding has been rolled out to great success at multiple events and fundraisers, and as well as online, it features on rucksacks, water bottles, pencil cases and taxi liveries.