Design a recognisable logo for a car hire company disrupting the market

Mango

Creative brief for ‘Mango’

The objective:

Key points:
- No mangoes, keys and cars or anything standard please
- We would like an icon as well as the word
- Be original and creative!
- think about travelling, openness and flexibility

We are looking for a logo for our community based car hire company ‘Mango’. The company is set to grow and we want to present a brand that is approachable, adventurous, modern and recognisable. The car rental market has largely been stagnant for 20+ years, dominated by tired corporate brands. As such, it’s essential this brand stands apart from those of the past, leaving behind corporate identity whilst maintaining trustworthiness.

We don’t want to influence your decision on how the logo looks, and you have creative freedom to experiment as you wish. We are open to different colours, icons and fonts and we don’t just want to see mangos / cars.

The logo will go on social media platforms, web, car decals / stickers, clothing and marketing collateral.

Background:
Mango started in Didsbury, Manchester in 2019. Mango takes its bookings mainly on Karshare with some private rentals and some bookings on Turo. Karshare and Turo are the equivalent of Airbnb but for cars. Guests make a booking on these platforms and then the app becomes the key to lock / unlock the doors throughout their rental, making everything contactless and flexible.

Mango’s cars are located within people’s communities (in drive ways, shops, car parks near residential areas etc) so that guests can book a car within walking distance of their home. It’s as far away from a “corporate” feel (e.g. Enterprise, Hertz etc) as can be.

Mango has steadily grown without a name and branding, but now we are looking to take it to the next phase with our own identity and grow beyond Manchester. It started because of a growing need for people to have flexible, sustainable and affordable car hire in their community. We have a wide-ranging fleet of cars to suit every need, from Mini Coopers to Range Rovers.

Target audience:
We want to target a range of audiences - people who are safe drivers and who hold a full driving licence and have done so for two years+. The core demographic is 21-35, 60/40 male to female.

Additional marketing collateral designs would be welcomed, favicons etc.

Try to avoid mangos and cars. We want the icon to be stand alone and creative