CR Blog

The CR Taxi

Advertising, Graphic Design, Music Video / Film, Photography

Posted by Patrick Burgoyne, 24 March 2009, 14:55    Permalink    Comments (20)

Our very own Mumbai taxi. Watch an interview with the designers here

For any design-aware visitor, Mumbai's yellow and black taxis, which constitute a major part of the city’s horrendous traffic, are a wondrous sight. The majority are richly decorated with a litany of the driver’s favourite things: like a MySpace page on wheels. The sacred and profane rub along on rear windscreens, wings and bumpers as visual references to gods mingle with film titles, western brand logos and complex geometric patterns. At night, these vivid forms dazzle under street lights and car headlamps. For our April issue, we commissioned our own Mumbai taxi

April is our type and typography issue, so we wanted to do something special for the cover. I had visited Mumbai last year and, while there, met with Grandmother India. Partner Kurnal Rawat talked, among other things, about the Typocity project that he and colleagues have set up to document Mumbai’s typography. One of their projects, which has already received some coverage in Eye magazine, is a proposal to adapt the system of wayfinding icons developed by Mumbai’s ‘dabbawallas’ (who deliver home-cooked lunches to workers in the city) to use as signage on Mumbai’s train network. Kurnal also showed us the work that the studio had been doing to document fast-disappearing handpainted shop signs in the city as well as the aforementioned taxi art.

You may have noticed that the covers we have been running recently have shared a common theme – taking a list of the issue’s content and asking a contributor to create a layout for us in their own style. We have had woodblock type from São Paulo (January) and hand-lettering from Amsterdam (February). When it came to thinking of a cover design for this, our special issue on type and typo­graphy, I immediately thought of Kurnal and the Mumbai taxi artists as I was intrigued to find out more about how they work. So, I emailed Kurnal to see if we could get a genuine taxi artist to create a cover for us. Despite his imminent wedding, Kurnal immediately agreed to help us out.

He and the team from Grandmother tracked down two of the leading (and possibly the original) taxi artists in Mumbai – Manohar Mistry and his son Samir Manohar. Initially they were not keen: time was tight and it was a lot of work. However, after a solid two hours negotiating and with the promise of several times more than their standard fee, the Mistrys agreed.

Manohar and Samir Manohar Mistry (aka Swami Art) work out of the family’s garage business in the Chinchkopli area of Mumbai. They typi­cally charge around 4000 Rupees to decorate a taxi (about £55). Grandmother India convinced a driver called Shashi to lend us his taxi for our cover. The rear window was taken out and replaced with a new glass (you can see his rear windscreen behind Manohar Mistry in the shot above).

The Mistrys then set about cutting the vinyl for text supplied by us, working with Grandmother’s Kurnal Rawat on the design. Samir is shown here drawing a grid with a chalk pencil on a piece of vinyl sticker and then sketching out the letters.

Using a blade, he then makes light cuts and peels off the waste material in the spaces in between the letters.

Extra colours are then added (blue to the word ‘typography’ and red and orange to ‘type’) using thin strips cut freehand from extra sheets of sticker material. Drop shadows are also added in this way. The pencil chalk markings on the letters are then rubbed off.

Once the lettering had been cut, it was time to apply the designs to Shashi’s taxi which was parked in the street outside the garage.

The main text was posi­tioned on the rear windscreen and the backing pulled away. Extra decorative elements were then added in situ.

Samir cut these freehand with his scalpel, positioning them as he and Kurnal saw fit, both on top of the lettering and at the sides of the screen to form a frame.

Finally, Samir designed a numberplate especially for us (proudly declaring ‘Made in Mumbai’), with the words ‘Creative Review’ on either side. Above is the Swami Art name and phone number.

Shown below with the finished taxi are (left to right) Aashim Tyagi and Kurnal Rawat from Grand­mother India, Samir Manohar Mistry, Shashi (the taxi’s owner) and Anand Tharaney from Grandmother who conducted an interview with the Mistrys about their work which is in the April issue. The interview was also filmed - watch it here.

After the shoot, the team from Grandmother took out the glass and carted it back
to their studio where it now resides.

And here's the cover of the April issue

When I was in India, there were rumours that taxi art may be under threat as the city government sought to tighten regulations with the introduction of more modern vehicles. But, as they explain in our inter­view, the Mistrys are hopeful that their work will be allowed to carry on. It would be a shame to lose such a rich urban art form to bureaucratic conformity.

All photos: Aashim Tyagi.
Text: Anand Tharaney.
Art direction: Kurnal Rawat and Samir Manohar Mistry.
Research/production: Anand Tharaney
Thanks to everyone at Grandmother India

Samir Manohar Mistry

You can watch a film about the creation of the CR Taxi here


Great Cover!
2009-03-24 15:52:14

Why the sunny illustration as background, the photograph from the top would have looked cool
2009-03-24 16:11:16

@ Anders
We tried the photo by itself but the background is too dark and murky - on screen here it looks lighter than in print. Plus, it was a bit soft to go that large. The background is a reference to the style of decorative elements used - you can see a little of this in the corner of the rear window.
CR Patrick Burgoyne
2009-03-24 16:16:13

I agree with Anders, that first photograph is really amazing.
2009-03-24 16:16:39

@patrick Not to mention the fact that the issue is going to pop on any newstand. It would definitely be the first thing that I'd see and grab amongst the sea of blues and browns and blacks that dominate the shelves. Or at least it would be if I had ever seen CR around here.
2009-03-24 20:58:16

Fact: more British designers need a mustache
2009-03-24 23:05:12

Great post, the art was great I really liked the way they do it, here there's another tradition but it's not made on taxis it's painted all over the line buses (btw I'm Argentinian), buses here are called "colectivos" and we have plenty of "lineas" (lines with different numbers that have a route through the city and stops every two blocks). This buses are decorated with and old style of painting by hand which is called "fileteado" and I believe it's done by very few people, and it's almost gone with the new models of buses they acquire. Anyway, this taxi that was beautifully decorated used to be very popular here also, I mean the model (Peugeot 404), it was used with that purpouse because of the endurance this cars have......well i've let myself go, just wanted to share this with you all.
2009-03-25 12:21:46

Hope you gave them a big tip?
2009-03-25 13:54:54

" I had that Creative Review in the back of my cab..."
2009-03-25 15:44:35

I may do this to my car which seems so mundane now, I used to love it when toy cars came with those stockers as a kid...why do we stop doing these things as we grow up to fit into society!

Even the colours of cars these days is so drab, you couldn't play colour car bingo on the M6 these days....Silver, Silver, Black, Silver, WHITE VAN MAN, Silver, Silver, Black, Silver, WHITE VAN MAN, Silver, Silver, Black, Silver, WHITE VAN MAN!!! Bring back beige and chestnut cortinas and canry yellow capri's anyday!
2009-03-25 15:49:22

Kurnal its hass, please get in touch with me. its amazing how i came across this blog
hope all is well.. peace.
2009-03-26 01:14:39

Nice to see CR going for the traditional methods once again. It has a sparkle that Photoshop just doesn't give!
André Breda
2009-03-26 10:34:15

2009-03-27 04:18:59

woah! nice. i never knew that so much effort went into the taxi stickers
2009-03-31 15:36:55

this is sick.
Andrew Lee
2009-04-03 21:24:22

The yellow background on the CR Cover is disgusting, thank you for ruining an otherwise brilliant work.
Taxi Driver
2009-04-13 05:19:11

You may enjoy more Indian typo-centrisms here:
Meena Kadri
2009-04-13 10:02:48

What we as Indians think cheeky/cheesy is just our creativity at its best, its we being fearless and crafty :)

I realized what moron I am now that I am away from India where I was watching Helvetica and loving the Swiss so much and all this was happening just next door . . literally!
2009-04-30 13:33:09

This is amazing, so creative!
wedding blog
2010-01-15 09:05:52

love the art work...i was actually just browsing and finking about advertising my very own new business
in the same manor....thanks for the pics i have something to work from ;-)
2012-01-12 17:43:20

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