The Sam's Cab logo is a gold line-art convertible with a hatted driver and the wordmark "Sam's Cab" in script below. It comes in two versions — one for light backgrounds, one for dark. Always use the correct version. Never place the logo on a busy or clashing background.
Light Background Version
Use on cream, white, or any light surface.
Apply multiply blend mode when embedding in web.
↓ Download Light Logo
Dark Background Version
Use on charcoal, black, or any dark surface.
Apply screen blend mode when embedding in web.
↓ Download Dark Logo
✓ Do
- Use the logo on clean, solid backgrounds
- Maintain clear space around the logo equal to the height of the "S" in Sam's
- Use the correct version for the background (light vs dark)
- Scale proportionally — never stretch or squish
- Use the SC monogram for small sizes (favicon, app icon)
✕ Don't
- Place on busy, patterned, or photographic backgrounds
- Change the colors or apply filters
- Rotate or distort the logo
- Use the light version on dark backgrounds or vice versa
- Add drop shadows, outlines, or effects
Sam's Cab's palette is built around warmth, confidence, and premium service. Gold is the hero — it signals quality without ostentation. Cream and ink provide the backdrop. Use these colors consistently across all materials. Click any swatch to copy the hex code.
Primary Colors
Copy
Gold
#b8922e
Primary accent. Buttons, highlights, logo, key headlines.
Copy
Cream
#f5f0e8
Primary background for all light-theme pages and materials.
Copy
Ink
#1a1510
Primary text, dark backgrounds, CTA buttons, nav bar.
Copy
Charcoal
#1e1a14
Dark section backgrounds, hero panels, footers, staff pages.
Supporting Colors
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Gold Light
#d4aa48
Hover states, italic headlines, lighter gold accents.
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Gold Dark
#8a6a18
Column headers, labels, gold on light backgrounds for legibility.
Copy
Cream 2
#ede5d4
Card backgrounds, sidebar fills, table row alternates.
Copy
Gray
#7a6e5e
Secondary text, captions, placeholders, meta information.
Text Hierarchy
Copy
Ink — Primary
#1a1510
Headlines, names, key information.
Copy
Ink 2
#2e2418
Subheadings, strong body text.
Copy
Ink 3
#4a3e30
Body text, descriptions, paragraph content.
Copy
White
#faf8f4
Card fills, elevated surfaces, clean backgrounds.
Sam's Cab uses a four-font system. Each font has a specific role and should not be interchanged. The combination of Playfair's editorial weight, Cormorant's italic elegance, Tenor's quiet authority, and DM Sans's modern clarity creates a personality that is premium, warm, and purposeful.
Display Headlines
Connecting People
to Their Events.
Page titles, hero headlines, section names. The dominant voice of the brand.
Subheadings & Quotes
Your night shouldn't end
in frustration.
Pull quotes, tagline accents, italic subheadings. Adds warmth and elegance.
Labels & Navigation
BOOK A RIDE · VENUE PARTNERS · OUR STORY
Navigation, eyebrow labels, badges, buttons, tags
Body Text
Sam's Cab connects people to their events before the gates open and after the final whistle. No hidden fees. No frustration. Just a smooth, reliable ride when you need it most — in the LA and USC corridor.
Sam's Cab speaks with confidence, warmth, and directness. The brand was born from a real person — Sam — who had the gift of gab and brought people together. That spirit should come through in every word. We don't oversell. We don't hype. We connect.
Confident, not cocky
We know what we do and we do it well. We state it plainly. No empty superlatives, no hollow promises.
"No hidden fees. No waiting. Just a smooth ride to your event."
Warm, not casual
We're approachable and human but we're a premium service. We don't use slang or overly informal language.
"Your night shouldn't end in frustration. That's exactly why we exist."
Purposeful, not promotional
Every word earns its place. We don't pad copy or use filler phrases. We say what we mean and move on.
"Before the gates open. After the final whistle."
Local, not limiting
We know the LA and USC corridor intimately. We reference real venues and real experiences — not generic "city" language.
"Crypto.com Arena to your front door. Exposition Park to USC. We know the way."
Core Taglines
Connecting People to Their Events.
Primary tagline — logo, website, all materials
Before the gates open. After the final whistle.
Service description — website hero, flyers
Your night shouldn't end in frustration.
Problem statement — dark panels, sales materials
Smooth like Sam.
Informal sign-off — social media, cart signage
Say This, Not That
| ✓ Say This |
✕ Not This |
| Connecting people to their events | The best ride service in LA! |
| No hidden fees | We're affordable and cheap! |
| A smooth, reliable ride | An amazing, awesome experience |
| Before the gates open | We'll get you there early lol |
| Your night shouldn't end in frustration | Don't get stuck waiting for an Uber! |
| Sam's Cab is named after Sam — he had the gift of gab | We're a startup disrupting ride-sharing |
| Reserve the full cart or request a seat | Book now!!! |
| The LA and USC corridor | Everywhere in Los Angeles |
Use this when introducing Sam's Cab to new people — venue partners, press, collaborators, or anyone who asks what we're about. Keep it close to this wording. The story is the brand.
SC
The Story
Sam's Cab is named after Sam — a man who had the gift of gab. He could walk into any room and leave with a friend. He drove a Cadillac, knew everyone by name, and had a way of putting smiles on faces wherever he went.
That spirit — of connection, of care, of getting people where they need to be — is what Sam's Cab is built on.
We connect people to their events in the LA and USC corridor. Before the gates open and after the final whistle. No hidden fees. No frustration. Just the kind of ride Sam would have been proud to give.
Short Version — For Social & One-Liners
Named after Sam — a man who connected people wherever he went. Sam's Cab carries that same spirit. Premium premium shuttle rides across the LA and USC corridor. Before the gates open. After the final whistle.
Sam's Gifts — The Extension
Sam's Gifts is a brand extension that shares the same philosophy — connecting people through smiles. The product is different. The soul is the same. When referring to both brands together: "One idea. Two expressions." Do not reveal specific product details for Sam's Gifts until Marques is ready to launch.
SC
Connecting People to Their Events.
Sam's Cab · Brand Kit v1.0 · Internal Use Only