Drive Time Redesign Process
The Task
The old DriveTime Logo.
We were first contacted by Drive Time Auto Rentals to redesign and update their logo in June.
For a two year old company, their logo certainly gave the impression that it was more dated with an older management. That couldn't be further from the truth.
Brand New Direction
We decided to ditch the traditional and obvious design queues that most local businesses go for and moved away from the palm trees, Barbados' outline and beaches. Less literal, more abstract, but still communicating that DriveTime was a young, vibrant, yet serious auto rental business.
DriveTime needed to stand out and appeal to an international audience who would be visiting and potentially be their clients.
Simplify. Simplify. Simplify.
The first step was to change the fonts from Serif fonts. These usually make companies seem dated or very bureaucratic, rigid, serious and formal. Serifs are most appropriate for businesses such as law firms, doctors offices, government offices, Banks, Universities etc.
Once the new font was decided on, blue and green were chosen to pay homage to the original logo. These colours also convey a sense of innovation, freshness and novelty.
Next came the designs:
Final Decision
Ultimately, the client was torn between options 2 and 4 so a compromise (more of a combination) was made.
We kept the Car logo from option 4 but substituted the "D" in DriveTime for the stylized "D" logo in option 2.
The result: a happy client who has a logo which is new and modern but doesn't lose the essence of the old one.
Brand New.
The New and improved, redesigned DriveTime logo.