Budget Car Rental is one of the world’s best-known car rental brands offering quality vehicles and a rewarding rental experience across the world.

Budget needed to revise their brand to keep up with the competition and remain top of mind for customers. Their tired-looking brand had not been updated since the 1980s and needed an injection of something new and fresh.

We evolved the entire visual system based on the idea of delivering smart simplicity. Bringing to customers simplicity, ease and approachability. Updating the visual system included a new logo that incorporated more rounded and friendlier letterforms, a brighter color palette to be applied throughout communications and a big emphasis on a new road graphic device, derived from the symbol within the logo. This simple graphic device was a fresh bold way to tie all touchpoints together by bringing attention to main headlines, imagery and call to action content.
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