Brand Guidelines

Brand Guidelines Brand Signature was rebranded during 2013 to reflect a low cost position in the car rental market in Ireland. The logo, brand message and supporting graphics combine to convey a cheap car hire message.

Price Promise
Central to the low cost brand proposition is the price promise. challenges customers to find a cheaper car rental quote from a competing car rental company. If a cheaper price is found, we will match the price offered elsewhere and beat it by 10% of the difference!

Brand Values
While the low cost price positioning is central to everything offer customers, the company is focused on ensuring customers enjoy a positive car rental experience. This means from the booking stage to the completion of the rental, customer satisfaction is key. In addition, offers customers access to 15 locations nationwide.

Brand Personality is not afraid to make bold statements about the low cost car rental service on offer. Customers visiting the site will see clear messages educating customers as to the proposition available from

The logo introduced in 2013 seeks to communicate quickly what exactly is offered by The logo is presented in two iterations, one with a blue background and one with a white background Logos

The key colours of the logo are blue (#0067bc) and grey (#7c7c7c).

Branding Colours

On all print material, the Futura MD BT (bold italic) font is used. Futura as a font offers efficiency and forwardness, and was designed by Paul Renner in 1927.

Futura Font

On the website and all online text mediums, the Calibri font is used. Calibri offers subtly rounded stems and corners that become clearly visible at larger sizes.

Calibri Font

Additional Graphics
In order to effectively convey the clear and concise brand proposition, a range of supporting graphics were created. Theses clearly identify to visitors of the website what exactly it is that offers over competitors. The style presented below replicates a sale sign that could be seen in a shop window. Supporting Graphics

The background supports the blue colour used in the logo, also adding a sense of movement and dynamism.

Background Graphic