LeasePlan UK is part of the world’s largest fleet management company. Managing 1.64 million vehicles in 33 countries worldwide. They approached Design Bridge wanting a modern consumer led brand to enter the personal leasing market. The owners vision was to make it easy to order a car, straight from your mobile with no hassle of paper work. With this is mind I wanted create something simple that can fit into today while also being future facing.
The identity has an approachable feel with a modern sans custom type with some characters being cut short – giving the type movement. The monogram sitting above created from the ‘L’ and ‘P’ helps ground the lock-up while also giving the brand a monogram that can be used stand alone. The secondary graphic language extends out from the monogram creating a network representing a new direction for the automotive industry. (The client did'nt go ahead with this route)