Bassam Al Derazi Design Studio
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(33/41) Project

Plus Rental

Client
Plus Rental
Year
2023

Identity for Plus Rental: a slanted plus, split in two, that becomes the P in PLUS, lockups for each subsidiary, a palette led by slate and yellow, and a branded limo, vans and bus.

Role
Logo, logo family, visual identity, applications

The Plus Rental identity starts from one line: Comprehensive Transportation Solution Across Bahrain. One shape carries it, a slanted plus split in two, from the logo to a limo, vans and a bus.

Concept

The line is set with a large BAHRAIN, crossed by two yellow strokes that meet in a split plus. Three keywords follow, Comprehensive, Solutions and Across Bahrain, each on a yellow plus.

Concept board on slate: the line Comprehensive Transportation Solution Across Bahrain in white, above a large grey BAHRAIN crossed by two yellow strokes that meet in an offset plus.
Concept
Brand keywords board: Comprehensive, Solutions and Across Bahrain in dark navy, each set across a slanted yellow plus split into two offset halves, on white.
Brand keywords

Logo structure

The P in PLUS is drawn from a slanted plus sign, and RENTAL sits beneath it in yellow italic capitals.

Logo structure: PLUS in slanted slate letters, its P drawn from a plus sign, above RENTAL in yellow italic capitals, on white.
Logo structure

Logo family

The same lockup names each subsidiary: Rental, Limo, Trucks, On Road and Buses. The P with its plus also stands alone.

Brand subsidiaries: the PLUS wordmark with RENTAL on white, LIMO and ON ROAD on yellow, TRUCKS on blue-grey and BUSES on slate, and the P mark alone on blue-grey.
Brand subsidiaries

Colour

Slate (Pantone 2379 C) and yellow (Pantone 123 C) lead, with blue-grey (Pantone 6108 C), soft pink (Pantone 7605 C) and coral (Pantone 2024 C).

Colour palette: a large slate block and a yellow block above smaller blue-grey, soft pink and coral blocks, each labelled with its Pantone number.
Colour palette

Supporting element

The split plus also works on its own, set large in yellow over shades of slate. It runs across the uniform, the vehicles and the car park wall.

Supporting element: a slanted yellow plus split along a horizontal line, over large, faint slanted shapes in shades of slate grey.
Supporting element

Applications

An envelope, a uniform, a limo, vans, a bus, a car park wall and a travel mug carry the logo and the split plus.

A white envelope on dark slate, its open flap lined in slate bands with a yellow split plus, the Plus Rental logo and contact details along the bottom.
Envelope
A two-tone grey polo shirt with a yellow collar and cuffs, the white P mark on the chest and a large yellow split plus across the front.
Uniform
A slate estate car with yellow accents on the bonnet, roof and tail, PLUS LIMO on the front door and a large yellow split plus on the rear door.
Limo branding
A grey van seen from behind, a large yellow split plus across its rear door and faint slanted panels, on dark navy.
Van branding
A grey panel van with a yellow nose, the Plus Rental logo on the door and a large yellow split plus along its side, parked in a dim underground car park.
Van branding
A grey bus in a studio, the Plus Rental logo at both ends of its side and a large yellow split plus across the middle.
Bus branding
A slate travel mug shaped like a bottle, with a steel cap and the Plus Rental logo, lying diagonally across stepped grey and yellow blocks.
Travel mug
A slate wall in an underground car park with the Plus Rental logo in white and yellow and a large split yellow plus wrapping the corner, beside a parked white van.
Parking branding