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RentWeCar Corporate Identity

Corporate identity for car rental brand RentWeCar — the logo process from sketch to final, the WE emblem, an orange and navy colour system and identity applications.

Close-up of pencil-textured logo sketches; the WE emblems in circles are marked with a hand-drawn orange loop.

Brief

RentWeCar is a car rental brand. The brief was an identity that turns renting a car from a cold, individual transaction into a partnership built on mutual trust. The brand’s line: “we” are at the centre of the journey.

Process

The logo came out of a wide search, not a single idea.

  • Sketches: more than 60 variations, from road, speed and key ideas to R monograms, wave lines and W marks.
  • Presentation rounds: first green, lowercase “rentwecar” directions, then R and WE monograms. Each round dropped one direction and strengthened another.
  • Chosen direction: WE, already sitting in the middle of the brand name, moved to the centre of both the emblem and the story. The colour shifted from green to orange and navy.

Construction

  • Emblem: the orange circle stands for the wheel, an uninterrupted journey, and for wholeness. The WE cut out of it in negative space shows the togetherness at the heart of the brand.
  • Proportion: the emblem’s radius is exactly the cap height of the lettering, so circle and type come from the same module.
  • Italic: bold letters slanted 10° to the right reject standing still and speak of forward motion. The orange WE, bridging RENT and CAR, says the real link between service and car is people.
  • Colour and type: orange for energy and warmth, navy for trust and stability. The corporate typeface is Coolvetica.

Applications

The guidelines cover stationery, number plate frames, ID badges and lanyards, staff wear, merchandise, e-mail signatures and social media profiles. The highlights are below.

I led the project as art director and graphic designer at Salus Medya.

Applications

13
More than sixty logo sketches in a pencil texture on paper; on the right, the WE emblems in circles are picked out with an orange loop.
01 · Sketch board — 60+ variations, chosen direction: WE
Logos from five presentation rounds, left to right: green rentwecar, blue R mark, green WE circle, orange WE and the final logo.
02 · Presentation rounds, R1 → final
Outline drawing of the final logo on grid paper: emblem circle, radius, cap height and 10-degree italic guides.
03 · Construction — emblem radius = cap height, 10° italic
Horizontal RentWeCar logo on navy: a negative WE inside an orange circle, and an orange WE between white RENT and CAR.
04 · Final logo
Stacked RentWeCar logo on orange, with a navy emblem and white lettering.
05 · Stacked version
The WE emblem on its own: an orange circle on navy.
06 · WE emblem

Colour palette

  • We Orange#F58220 · Orange 021 C
  • Support Orange#EB8D2D · 144 C
  • Support Orange 2#F5B827 · 130 C
  • Deep Blue#002972 · 2748 C
  • Support Blue#1C3673 · 2746 C
  • Support Blue 2#0E4787 · 286 C
Three-dimensional RentWeCar sign on a car showroom façade, rental cars parked in front; black-and-white photograph.
07 · Façade sign
White business card fronts for three staff members and the navy back, on orange.
08 · Business card system
Navy car key ring with chrome WE letters, on blue.
09 · Car key ring
Navy cap with the RentWeCar logo on the front.
10 · Cap
Navy polo shirt with a small RentWeCar logo on the front and a large one on the back.
11 · Staff wear
Two steel flasks with the RentWeCar logo, on navy.
12 · Flask
Light and dark e-mail signatures with three round profile picture variations.
13 · E-mail signature and profile pictures