Tap a Taxi branded umbrella on a rainy Dublin street beside two black hoodies carrying the logo

Brand identity · Ride-hailing

Putting the power back in the drivers’ hands.

A genuine driver-owned co-operative, built from the ground up, taking on the overseas giants of the Irish ride-hailing market.

Client
Tap a Taxi
Sector
Ride-hailing
Scope
Logo design · Brand identity
Structure
Driver-owned co-operative
Drivers
3,000+ signed up
Tap a Taxi advertisement: The Locals' Taxi App, same taxi, better choice, with the app on a phone and App Store and Google Play badges
Early routes. The identity had to read as grassroots, not corporate.
01

The Challenge

For too long, the Irish ride-hailing market has been dictated by overseas giants. A massive chunk of every fare earned by local drivers is siphoned off to corporate headquarters abroad, leaving the drivers themselves with no say in the rates, the mounting fees, or how the apps actually work.

A group of taxi drivers looked at this broken system and decided it wasn’t right. They didn’t set out to be the biggest or the flashiest tech firm; they just had a simple, revolutionary idea: what if we owned the app ourselves?

Tap a Taxi digital billboard on a glass office building beside the river at night
A co-op member, not a number on a screen.
02

The Client

Enter Tap a Taxi. Built from the ground up, it is a genuine driver-owned co-operative. Every driver who joins isn’t just a number on a screen; they are a co-op member with a tangible stake in the business and a real vote on how it’s run.

Building something that has to take on the incumbents?

Tell us what you are making

Tap a Taxi business cards on marble beside a close-up of the red and blue logo pattern
The mark, drawn to work on the side of a cab and on a phone screen.
03

The Design Solution

When Tap a Taxi approached us at Design Minds to create their logo, we knew this was far more than just another tech startup. We needed to encapsulate their grassroots, challenger spirit into a single, powerful brand mark.

The logo we designed reflects their core ethos: community, fairness, and a no-nonsense approach to getting the job done. We stripped away the corporate gloss favoured by the overseas monopolies to create an identity that feels honest, hardworking, and distinctly theirs.

It’s designed to look just as good on the side of a cab as it does on a smartphone screen.

Tap a Taxi billboard in an airport arrivals hall reading Download the app, don't get left behind
Applied
Tap a Taxi merchandise flat lay: hoodie, cap, keyring and polo shirt with the logo
Collateral
Tap a Taxi pitch-side advertising board at a floodlit stadium
On the cab
Tap a Taxi billboard on a Georgian building at night with light trails from passing traffic
On screen
Black Dublin taxi with the Tap a Taxi logo on the door, on a wet street at dusk
In use

Tap a Taxi logo lockup with the line Don't get left behind on a dark background
A brand built for the people behind the wheel.
04

The Result

We delivered a visual identity that stands out in a sea of corporate tech clones. It’s a brand built for the people behind the wheel.

More than 3,000 taxis have signed up to the co-operative since launch.

At Design Minds, we are incredibly proud to have partnered with Tap a Taxi to help them take on the giants. It’s a modern-day David and Goliath story, and we made sure David has a strong logo.

“Sure, we don’t know if we’ll win. But that’s never stopped us before.”

The founders, Tap a Taxi

Tell us about your brand.

A few lines is enough to start. We’ll come back within one working day with a view on where the work should begin.