Move Smart.
Services:
visual identity.
Client description:
rental car service.
Challenge:
The client was just starting out and needed a visual identity that would be the foundation for the brand’s online and offline presence.
Solution:
visual identity created from scratch – research, construction, presentation, adaptation.
As a result of the research and construction process about 20 options were compiled. It was decided to focus on 4 final options for the client’s presentation – for each one, both typography and color were carefully considered to respect both the business scope and the unique brand personality.
The final version chosen by the client was #2:
The strong color contrast draws attention from a distance.
The direction is given by the letter “S” in the middle of the logo and the arrow in the symbol: two elements that suggest speed, energy.
All the curved shapes in the letters and symbol are constructed to suggest a general sense of security to the viewer.
The apparent movement is provided by the initials – the tilting of letters in the direction of the symbol. The symbol suggests the element of idea, communication and a moving circle.
Yellow is a color that conveys energy and approachability for the customer. All elements build a compact and effective logo through carefully constructed spacing.
