This initiative aims to build greater familiarity with COLT’s services amongst the business community in London. The taxi livery illustrates COLT’s brand proposition, “Exceed with COLT”, which focuses on giving businesses higher performance communications services with a lower total cost of ownership.
Mark Savage, COLT’s director of Brand, said, “Recent market research showed that our target audiences have positive brand associations with COLT, but we recognise that we need to increase our market presence to build even greater confidence in buying COLT services. This is a key element in fulfilling COLT’s strategy for growth. COLT has been trusted to carry business information for 13 years. Now we will be carrying the business people as well!”
The taxi livery is a visualisation of information (voice and data) flowing between two points. The key images featured on the taxis are a hand and a face. The hand is a symbol for data and managed services and the face a symbol for voice. The ribbons represent - in a creative way - the vast quantity of communications/information flowing between businesses day in and day out.
COLT was founded to serve businesses in London in 1992 and now serves more than 50,000 customers across 32 major cities in Europe, ranging from midsize businesses to household brands and the world’s top 25 financial institutions.