Evoluc Rentals is a next‑generation electric vehicle rental brand. This guide defines the identity I designed for it: strategy, logo, color, typography, the speed stripes, imagery, voice and the applications that bring it to life.
Brand Identity System · Version 1.0
Brand
Guidelines
Drive the future, control it now.
2026
Contents
Inside this guide
01
Brand Overview
05
Graphic Language
02
Logo
06
Imagery
03
Color
07
Voice
04
Typography
08
Applications
02
01 · Brand Overview
What Evoluc Rentals is
evoluc is a forward‑thinking car rental company serving North America, with the United States and Canada as its main markets.
We believe in evolving the way you rent cars, combining convenience, quality and cutting‑edge technology so your journey is smooth from start to finish. Whether you’re exploring a new city or on a business trip, evoluc is your trusted partner on the road, with unparalleled service and a diverse fleet to suit every need.
Mission
To make electric mobility accessible, intuitive and exciting.
Vision
To become the preferred EV rental platform for modern travelers and urban explorers.
Brand promise
Drive the future. Control it now.
03
01 · Brand Overview
Who Evoluc is for
Four audiences share one mindset: they want to move freely and feel good about how they get there.
Modern travelers
Land, tap once, drive away. They want a premium car without the paperwork.
NEEDS · Speed · clarity · zero queues
Urban explorers
City dwellers who rent for weekends and road trips instead of owning a car.
NEEDS · Flexibility · great routes · fair pricing
Business travelers
Need reliable pickup, a clean car and receipts that just work.
NEEDS · Reliability · speed · easy expensing
EV first‑timers
Curious about going electric, but unsure about charging and range.
NEEDS · Confidence · guidance · support
04
01 · Brand Overview
Brand strategy
Four pillars guide every decision, from the product experience to a single social post.
05
01 · Brand Overview
Brand personality
If Evoluc were a person, it would be the friend who already knows the best route and the closest charger.
01
Modern
Technology‑first
02
Confident
Premium but approachable
03
Progressive
Future‑focused
04
Intelligent
Smart mobility solutions
05
Energetic
Dynamic experiences
06
Brand promise
Drive the future.
Control it now.
A promise of freedom, made simple: premium electric vehicles, ready when you are.
07
02 · Logo
The primary logo
The logo combines a powerful symbol with a clean, modern wordmark.
The lightning bolt cuts through the opening “e”, fusing electric energy with the evolution of the rental experience.
The custom wordmark is built from rounded, road‑like strokes, giving it a modern, elegant feel. Rentals sits right‑aligned beneath it.
08
02 · Logo
Logo idea
Three ideas fuse into one mark: the energy of electricity, the evolution of renting, and the shape of the open road.
Electric
The bolt: energy, speed and electric mobility.
+
E
Evolution
The “e” of evoluc: evolving the way you rent cars.
+
Road look
Rounded strokes drawn like lanes: modern and elegant.
09
02 · Logo
Logo versions
Use the primary lockup wherever possible. Choose alternates only when space or format demands it.
1 · Primary lockup
2 · Positive, on white
3 · Symbol
4 · Wordmark
5 · App icon / favicon
10
02 · Logo
App icon & avatars
The white symbol on an Evoluc Blue gradient. It is the brand’s smallest, most frequent touchpoint.
iOS · 1024 px master
Android adaptive
Small · 48 px
Favicon
Social avatar
Gradient symbol on Black inside a circle. Keep the symbol at 58% of the frame.
● Never add the wordmark inside the icon
● Don’t place on photography
● Corner radius follows each platform’s mask
11
02 · Logo
Construction & proportion
The symbol and wordmark sit on a shared modular grid, with Rentals aligned to the right edge of the wordmark. Never redraw the logo; always use master artwork.
12
02 · Logo
Clear space & minimum size
Clear space around the logo must be equal to X on every side.
Digital
24 px
15 mm
Below these sizes, use the symbol on its own.
13
02 · Logo
Color versions
Full color on dark is the hero. Reverse, positive and one‑color versions cover every other background.
Full color
On Black
Reversed
On Evoluc Blue
Positive
On white & light
One color
Single‑ink print
14
02 · Logo
Logo placement
Place the logo top left by default, or top centre on vertical formats. Keep it inside the 8% safe margin, sized at 7.5% of the short edge.
Landscape · 16:9 · top left
Square · 1:1 · top left
Story · 9:16 · top centre
15
02 · Logo
Incorrect usage
Consistency builds recognition. Never alter, distort or reinterpret the logo.
Don’t stretch or distort
Don’t rotate
Don’t change the colors
Don’t add shadows or effects
Don’t use on low‑contrast backgrounds
Don’t rearrange elements
16
02 · Logo
Partner integrations
Evoluc works alongside charging and rental partners. A clear hierarchy keeps both brands balanced and respected.
Charging partner lockup
in partnership with · rental partner
Equal height. Match partner logos to the Evoluc wordmark height.
Divider. 2 px white at 35%, with 1X clear space on each side.
Order. The host brand of the touchpoint leads on the left.
17
03 · Color
Brand colors
Black and white set a premium, nocturnal stage. Evoluc Blue is the charge that brings it to life.
Black
#000000 · RGB 0 · 0 · 0
Primary · backgrounds
White
#FFFFFF · RGB 255 · 255 · 255
Primary · type, wordmark
Evoluc Blue
#002CFD · RGB 0 · 44 · 253
Accent · CTAs, highlights
Electric Blue
#0084FF · RGB 0 · 132 · 255
Secondary · symbol, glows
Midnight #0B1530 · supporting surface for cards and UI layers on black.
18
03 · Color
Extended accents
Accents add energy in small doses: status, data and moments of delight. Never as a background for long copy.
Sky Glow
#57C4FF · RGB 87 · 196 · 255
Light trails, data
Cyber Purple
#7E61FF · RGB 126 · 97 · 255
Gradients, promos
Energy Teal
#00E0C7 · RGB 0 · 224 · 199
Charge status, success
Volt Green
#A8FF00 · RGB 168 · 255 · 0
Badges, sparing alerts
19
03 · Color
Gradient system
Gradients bring energy, depth and motion to the brand. Always run them left to right, dark to light.
Bolt gradient · #3B5DFF → #0084FF
The symbol, icons
Night · Black → Evoluc Blue
Hero backgrounds
Charge · Evoluc Blue → Electric Blue → Sky Glow
Buttons, progress
Campaign · Evoluc Blue → Cyber Purple
Promotions
20
03 · Color
Proportion & accessibility
70%
Black & Midnight
20%
Evoluc Blue
10%
Electric Blue
Dark dominates so light, glow and blue can feel like energy. Accents stay under 5% of any layout.
Approved text pairings · WCAG 2.1
White on Black
21.0:1 · AAA
White on Midnight
18.0:1 · AAA
White on Evoluc Blue
7.6:1 · AAA
Black on Electric Blue
5.7:1 · AA
Black on White
21.0:1 · AAA
Black on Sky Glow
10.7:1 · AAA
21
04 · Typography
Brand typeface
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 !@#$%&*()
Light
Brand · 300
Regular
Brand · 400
Medium
Headings · 500
SemiBold
UI · 600
Bold
Brand · 700
Inter conveys a clean, modern aesthetic suited to professional and corporate contexts. Its design is influenced by classic neo‑grotesque typefaces, updated for contemporary use.
22
04 · Typography
Type hierarchy
Headlines are tight and confident; body copy is open and easy to scan.
Display
96px · 600
Drive the future.
Heading 1
64px · 600
Experience freedom on four wheels
Heading 2
44px · 500
Find your ride
Heading 3
32px · 600
Popular vehicles near you
Body
26px · 400
Inter Regular is used for readability across digital and print platforms.
Caption
20px · 400
Caption text for supporting information · Prices include charging.
23
04 · Typography
Layout & grid
A simple column grid keeps type, imagery and the speed stripes aligned across every screen and format.
Desktop · 12 columns
1440 px frame · 80 px margins · 24 px gutters
Tablet · 8 columns
834 px · 40 px margins · 20 px gutters
Mobile · 4 col
390 px · 20 / 16 px
24
05 · Graphic Language
Speed stripes
Our signature graphic comes straight from the fleet: three bands of Evoluc Blue that sweep up and back, like a car pulling out of frame.
The stripes anchor a layout to one edge or corner and give every touchpoint the same sense of speed, from a van door to an app screen.
Taken from the
vehicle wrap
25
05 · Graphic Language
Using the speed stripes
Three bands, rising to the right, anchored to one edge. Keep them beside the content, never behind it.
Anchored to a corner
Beside the headline, never behind it
Kept clear of the hero vehicle
Don’t flip the direction
Don’t add bands or recolor
Don’t run stripes through text
26
05 · Graphic Language
Visual language
Four effects carry the feeling of electricity. Use one or two per layout, never all four.
Light streaks
Electric gradients
Blue glow
Motion trails
27
05 · Graphic Language
Iconography
Simple line icons on a 48 px grid: 2.4 px stroke, round caps and joins, drawn in Electric Blue or White.
Vehicle
Charging
Battery
Reservation
Navigation
Support
White on dark imagery
28
05 · Graphic Language
Motion principles
Motion should feel like an electric car: instant, smooth and silent. Nothing bounces, nothing lags.
Charge
200–300 ms
UI responses and taps. Fast ease‑out, like instant torque.
Glide
900–1200 ms
The speed stripes slide in from their edge, then settle.
Pulse
2 s loop
Charging states and the blue glow breathe softly on loop.
Easing · cubic-bezier(0.2, 0.8, 0.2, 1) · Respect reduced‑motion settings: replace movement with a simple fade.
29
06 · Imagery
Photography style
Our photography is cinematic, premium and authentic.
We focus on real moments, beautiful locations and the freedom of electric mobility: blue hour, night drives, glowing chargers and open roads.
● Night, dusk and blue‑graded light
● One clear hero: car, road or person
● Glowing light as the energy cue
30
06 · Imagery
Photography do’s & don’ts
Great Evoluc photography is moody but clear. These examples show the line between cinematic and off‑brand.
Blue hour or night, cool grade
Light that glows from the vehicle
Open roads that promise freedom
No flat, washed‑out daylight
No warm or orange color grades
No tight crops that lose the context
31
06 · Imagery
Visual composition
Our visuals combine real photography with signature elements to tell aspirational stories.
1
Environment sets the mood
2
Vehicle as the hero
3
Logo floats above the scene
4
The road leads the eye forward
32
06 · Imagery
Anatomy of a key visual
1
Logo
Top left, 7.5% of short edge
2
Headline
Inter SemiBold, max 6 words
3
Hero photo
Night or blue hour, one subject
4
Speed stripes
Anchored bottom right
5
Call to action
Electric Blue pill, bottom left
6
Overlay
Black fade for legibility
33
06 · Imagery
Key visual examples
Short headline, one hero, the speed stripes, logo at top. The system flexes across campaigns and promotions.
Drive the future, control it now.
Freedom is electric.
Explore more. Worry less.
Experience freedom on four wheels.
34
06 · Imagery
Campaign formats
One system, every size. The logo, headline and speed stripes keep their roles as the format changes.
Billboard & web hero · 2:1
Social feed · 1:1
Story · 9:16
35
06 · Imagery
Mood board
Our mood is defined by freedom, innovation and electric energy.
Deep blues, glowing light trails and breathtaking locations inspire every visual we create.
36
07 · Voice
How Evoluc sounds
We speak like a well‑travelled friend: smart, calm and a little excited about the road ahead.
Clear
Say it in as few words as possible.
✓ “Book in three taps.”
✕ “Our streamlined multi-step reservation workflow…”
Confident
Premium, never arrogant.
✓ “Freedom is electric.”
✕ “The best EV rental company in the world!”
Optimistic
Talk about where you’ll go, not range anxiety.
✓ “Explore more. Worry less.”
✕ “Don’t worry, you probably won’t run out of charge.”
37
07 · Voice
Messaging
Tagline
Drive the future, control it now.
Campaign
Freedom is electric.
Campaign
Explore more. Worry less.
Brand line
Experience freedom on four wheels.
Sign‑off
The future of mobility starts here.
Writing rules
01Sentence case for every headline and button
02Lead with the benefit, then the detail
03Use “you”, not “customers”
04Verbs on buttons: Book, Unlock, Start trip
05Write range in miles or km, never “percent of battery”
06No exclamation marks in headlines
38
08 · Applications
Social media templates
Flexible templates keep a consistent brand presence across every social platform.
Each post highlights the speed stripes, photography and one key message. Logo top left, headline in Inter SemiBold, generous dark space.
39
08 · Applications
Digital experience
Clean UI, bold photography and signature elements guide the user journey from search to drive‑away.
40
08 · Applications
UI components
Rounded, high‑contrast and touch‑friendly. Electric Blue marks the one action that matters on each screen.
Buttons
Status chips
Inputs
Pick‑up location
Chicago O’Hare (ORD)
Pick‑up date
Fri, Nov 6 · 10:00
Return date
Mon, Nov 9 · 10:00
Vehicle card
41
08 · Applications
The Evoluc app
Search, book and drive. The app turns the brand into a calm, confident co‑pilot.
1
Find your ride
2
Vehicle details & booking
3
Trip in progress with live range
42
08 · Applications
Vehicle wrap
White body, black glass band and Evoluc Blue speed stripes that sweep toward the rear. The logo sits on the front doors and across the windshield band.
43
08 · Applications
The rental counter
A glowing blue wall, a black counter and the white logo above eye level. Every pickup starts with the brand at full scale.
44
08 · Applications
Badges & key cards
Staff gear and keepsakes carry the brand quietly: a small symbol on black, and one confident hit of Evoluc Blue.
Staff badge
Evoluc Blue gradient, white symbol
Key card
Black, gradient symbol
Charge card
Black to Evoluc Blue
Lanyard
Black, white wordmark
Uniforms
Black polo, symbol on chest
45
Summary
Keeping Evoluc consistent
Do
✓Lead with dark backgrounds and let blue glow
✓Use one hero image and one message per layout
✓Keep the speed stripes rising to the right
✓Set headlines in Inter SemiBold, sentence case
✓Give the logo its full clear space
✓Check text contrast meets WCAG AA
Don’t
✕Put long copy on accent colors
✕Stretch, recolor or rearrange the logo
✕Use warm, sunny or stock‑looking photos
✕Stack several effects in one layout
✕Run the speed stripes through text
✕Write in all caps or with exclamation marks
46
Experience freedom on four wheels.
The future of mobility starts here.
47
Thank you
Experience freedom on four wheels.
Brand design: Daniel Cortez