Client: SMRT
Year: 2016
Strides Transportation is SMRT Taxis’ wholly-owned car rental, limousine and chauffeured services business. The name Strides is a derivation of SMRT Taxis and RIDES. It demonstrates purpose and resolve as they move into a new business line with optimism and confidence.
We are tasked to create a new brand identity for Strides that is professional, sleek and reflect the business lines.
Black signifies service excellence as they bring more travel options to our customers, while SMRT’s corporate red embodies their passion and energy in delivering transport services with distinction. The three bands of red in ‘E’ correspond with their three transport services: vehicle leasing and rental, private limousines and private hire vehicles. The SMRT roundel serves as a visual anchor and provides a strong association to the established SMRT brand. Strides Transportation will carry the reputation of SMRT as a safe, reliable and trusted service provider. The roundel also signifies island-wide operations and signals “a whole fleet at your call”.

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