Bassam Al Derazi Design Studio
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(35/41) Project

Trans Gulf

Client
Trans Gulf Car Rental
Year
2023

Identity for Trans Gulf Car Rental: a Trans logotype cut by a road in perspective, a responsive logo that steps down to Tr, six colour pairings and a palette led by Orioles Orange and Deep Navy.

Role
Logotype, responsive logo, visual identity, applications

The identity for Trans Gulf Car Rental starts from three keywords: speed, inclusivity and safety.

Concept

The keywords sit on a motion-blurred highway. On the construction board, the word Trans is set in a heavy orange italic over the same road.

Branding concept board: a motion-blurred highway fading into navy, with the keywords inclusivity, safety and speed in English and Arabic down the right side.
Concept keywords
Logo construction: the word Trans in a heavy orange italic, set large over a motion-blurred highway photograph.
Logo construction

Logotype

A road drawn in perspective cuts through the letters of Trans, and Gulf Car Rental sits below in italic. The logotype runs in orange and navy on white, and in a dark mode, orange and white on navy.

The Trans logotype in white on navy with Gulf Car Rental below, and two thin orange lines and a white dashed line drawing a road in perspective through the cut.
Logotype
The Trans logotype in orange with Gulf Car Rental in navy below, on white, a tapering diagonal cut running through the letters.
Logotype
The Trans logotype in orange with Gulf Car Rental in white below, on navy, a tapering diagonal cut running through the letters.
Logotype, dark mode

Responsive logo

The logo steps down to Trans alone and then to Tr, shown as TransGulf app icons on a phone.

Logo responsiveness: a phone with two TransGulf app icons, orange Trans on navy and orange Tr on white, shown again larger beside it, on navy.
Logo responsiveness

Colour options

Six colour pairings show the logotype on light and dark grounds.

Logo colour options: the logotype on six tiles, purple on pale peach, orange on purple, orange and white on navy, pale peach on green, purple on coral and white on light blue.
Logo colour options

Colour and type

The primary colours are Air White #F3F3F1, Orioles Orange (Pantone 172 C) and Deep Navy (Pantone 280 C). Spanish Purple, Tropical Rain Forest, Burnt Sienna and Aero are the secondary colours. Somar Sans sets both scripts, from Light to Black.

Colour palette: Air White, Orioles Orange and Deep Navy as primary colours, with Spanish Purple, Tropical Rain Forest, Burnt Sienna and Aero as secondary colours.
Colour palette
Typography board: Somar Sans Latin alphabets and figures in six weights, Black, ExtraBold, Bold, Medium, Regular and Light, in black on white.
Typography: Somar Sans
Typography board: Somar Sans Arabic alphabets and numerals in six weights, from Light to Black, each beside a large ض.
Arabic weights

Applications

Signage, a branded car and van, outdoor advertising, business cards and corporate giveaways: a wall clock, an embroidered shirt, a tote bag and a water bottle.

A navy sign across a stone and glass building front, with the Trans logotype in raised orange letters and Gulf Car Rental in white.
Signage
A navy SUV with the orange Trans logotype along its side and Gulf Car Rental in white, against a navy backdrop with large cropped orange letters.
Car branding
A van wrapped in orange, navy and white diagonals with the Trans logotype and Gulf Car Rental on its side, parked in an underground car park.
Van branding
A street billboard and a bus shelter poster, both reading 10% Cashback on Monthly Leasing, each with a car and the Trans logo on navy and white.
Outdoor advertising
Stacks of business cards, some showing the logo and contact details on white or navy, others a large cropped Tra in orange on navy or white.
Business cards
Corporate giveaways on navy: a wall clock with an orange rim and the logo on its face, the logo embroidered on a navy shirt, and a navy tote bag with a large Tr.
Corporate giveaways
A blue metal water bottle with an orange neck and base and a carabiner cap, the Trans logotype running up its side, on a navy plinth.
Water bottle