Taxi Squad Dek Hockey

Taxi Squad was a personal branding project developed for a D5 Dek hockey team that was looking to refresh their identity and create a more modern, intimidating visual direction. The goal was to completely rethink their original look and build a brand system that better reflected the speed, grit, and competitiveness of Dek hockey while still tying into the team’s “Taxi Squad” name.

 

BRAND MARKS

Primary Logo
The primary mark reimagines a taxi driver as a bold, intimidating skull character wearing a vintage taxi cap. Designed to feel aggressive and unconventional, the skull holds two hockey sticks, creating a “choose your fate” style composition that connects directly to Dek hockey intensity. The cap features a classic checkerboard taxi pattern, while the top highlights the league level, and torn banner elements spell out “D5 Hockey” to reinforce the team identity.

Secondary Logo
The secondary mark is designed to resemble a classic taxi cab company emblem, reworked to represent Dek hockey and the Taxi Squad identity. A strong checkerboard pattern frames the design, while wing elements are added to symbolize speed and movement. At the center sits a Dek hockey ball, tying directly to the sport, with “Dek Hockey Club” integrated to reinforce the team name and league connection.

Secondary Logo
The secondary mark is designed to resemble a classic taxi cab company emblem, reworked to represent Dek hockey and the Taxi Squad identity. A strong checkerboard pattern frames the design, while wing elements are added to symbolize speed and movement. At the center sits a Dek hockey ball, tying directly to the sport, with “Dek Hockey Club” integrated to reinforce the team name and league connection.

Updated Taxi Logo (Supporting Mark)
The supporting mark revisits the original taxi-inspired concept with a darker, more detailed execution. While maintaining the core taxi identity, this version enhances contrast, depth, and overall impact. It serves as an evolved brand element that strengthens recognition while supporting the overall Taxi Squad visual system.