Discount Car and Truck Rentals
Brand identity update
Discount, Canada's most important car and truck rental company, needed a brand overhaul to face the car rental market's fierce competition.
However, the new logo needed to always be recognizable by Discount customers after the overhaul. In fact, all the company trucks are branded and used as an advertising tool and contribute to the reputation of the company. Ditto for the branches store fronts. Investment in time and money required to update the fleet of trucks and awnings being considerable, we had to consider the fact that the old and the new logo would cohabit for a certain period of time. It was imperative not to cause any disruption in the client's image.
This is a relatively subtle change that was made by slightly modifying the fonts, colors and shapes used. This approach has allowed us to preserve the legacy and integrity of the brand. We have also developed a very comprehensive guide to graphics standards to meet many variations needed for this logo for all spheres of business and ensure optimal deployment of the new image.