The Bonjour brand
The Bonjour brand was launched in Montreal in 2017 and received its certificate from the Canadian Intellectual Property Office in 2019. The brand was initially managed by the Bureau du taxi de Montréal and was adopted by many taxis but was transferred to the Agence de mobilité durable de Montréal when the Bureau du taxi closed.
The Montréal agglomeration council authorized the transfer of some responsibilities for remunerated passenger transportation to the Agency, allowing the Agency to continue promoting and enhancing the brand image.
The Agency also continues to work with the signatories to the Montréal vous accueille charter to maintain and raise awareness of the Bonjour brand. Montréal vous accueille is a major project whose main objective is to harmonize the way Montréal’s main gateways welcome tourists.
Put the Bonjour brand on your taxi
The Bonjour brand image distinguishes taxis in the Greater Montreal area, much like the yellow taxis in New York and the black taxis in London. All taxi owners can now put the brand on their vehicle.
Financial assistance
A financial assistance program is available to taxi drivers who choose to put the Bonjour brand colours on their vehicles.
- Up to 100% of the wrap fee (maximum of $3,000 before taxes) for vehicles that are electric or accessible to people with reduced mobility
- 80% of the fee (maximum of $2,400 before taxes) for hybrid vehicles
- 60% of the fee (maximum of $1,800 before taxes) for other gasoline or diesel vehicles
This assistance is conditional on completion of MTL Specialisttraining and is offered until the budget and available places are exhausted.
Graphic standards
Red is the universal color of the Bonjour brand.
The word Bonjour appears on both sides of the vehicle on a white body.
The body must be white. Otherwise, a white membrane must be applied to the lower part of the vehicle.
Application form for financial assistance under the Bonjour brand outreach program
The completed application for financial assistance must be sent to
For more information and to obtain the detailed graphic standards, please contact us at