We need a logo that is simple, yet stands out. Something that helps bring life to the proposition visually and supports the tone of the business which is (simple, challenging, engaging, open minded).
The visual should play to the name - do what it says on the tin.
The image needs cut through to be easily remembered and work universally (i.e. at airports and in towns - towns will be launched in year 2 and I want to avoid a re-brand after 12 months)
Above all contemporary image and text are required.
Steer away from use of tyres - it gives a sense of functional / mechanical. Probably avoid block capitals as they seem to look unfriendly and aggressive. Even the use of suitcases steers towards a leisure market and airports and in 2nd year the brand will launch in towns and cities. Perhaps there was another image that cuts across airport and home rentals ?
Lower case much preferred and use of simple symbols can make us stand out vs traditional names - look different, more fun, and engaging.
The brand encapsulates service and speed of pick up.