On September 15, 2009, representatives of the taxi industry, the Bureau du taxi et du remorquage and the Ville de Montréal announced an agreement for a new visual identity (branding) for, and the display of advertising on, Montréal’s taxis. It stipulates that, to be entitled to feature advertising on vehicles, the industry must first comply with the environmental certification program for Montréal taxis, and adopt a shared visual signature.

The main industry stakeholders have decided to entrust design professionals with development of a signature that takes the advertising issue into consideration. The components of that new branding will be unveiled during the taxi industry forum to be held in mid-November.

Once the visual signature is finalized, the Ville de Montréal will launch a competition for its implementation and extension to the entire Montréal territory (e.g., on street and taxi-stand signage). The competition, which will be run by the Design Montréal office in collaboration with the Bureau du taxi et du remorquage, stems from the shukôs – or creative challenges – issued by the Mayor of Montréal in September 2008.

“The taxi industry representatives are to be congratulated for their openness and their decision to join forces and work together to reach a consensus,” explained André Lavallée, Ville de Montréal Executive Committee Vice-Chair responsible for the Transportation Plan, Urban Planning, Heritage and Design. He continued: “Montréal’s taxi industry differs from those of many other large cities in that the majority of industry players are individual owners, or drivers with self-employed-worker status. It was vital that this situation, as well as the economic context, be taken into account.” (Source: Ville de Montréal - 09/15/09 news release)