Peer-to-peer car rental service RelayRides, which connects car owners with prospective renters in over 2,500 cities, changed its name yesterday. It is now known as Turo, and the rebrand was spearheaded by the San Francisco office of creative branding agency DesignStudio.
Turo is positioned as an adventurous, aspirational and individual brand that makes car rental a part of the journey. The visual expression is clean, using majestic imagery and "editorial" typography. The simple logo symbolises the starting point of a journey.
From a press release:
The new brand focuses on inspiring adventure, emphasizing individuality with the understanding that no two journeys are the same. This fresh approach, designed by DesignStudio’s San Francisco outfit, is reflected through all aspects of the brand — transforming rental cars from just a utility to a more integral part of our journey.
“Turo would not be what it is today without DesignStudio,” said Turo VP of Marketing, Andrew Mok, “The team immersed themselves in our platform and became an extension of our team. Their creativity and work energized us all and helped us create the best possible brand to represent our community.”
To reinforce how Turo is disrupting the industry, the design system utilizes editorial typography, aspirational photography, and a fresh, simple approach to color. The new name and logo symbolize the starting point of this journey. The identity is simple, clear and directional – encouraging all of us to get out there and start that next adventure.
Pete McClelland, DesignStudio’s Creative Director who led the project adds, “The rebrand looked to challenge the perception of the typical rental car. Rather than a faceless fleet, Turo celebrates individuality – making the car a more integral part of our adventure.”