The Inovacar project began with an invitation to completely rethink how the brand presented itself to the world. The old logo had been created using artificial intelligence, resulting in a stiff, boxy, and impersonal image. From the very beginning, our goal was to rescue the essence of the brand-highlighting its originality, strength, and ambition to grow. It was essential to clearly and impactfully show that Inovacar is ready to go further.

The first stage was strategic: understanding the company’s landscape, its audience, and its ambitions. From there, we repositioned the brand to convey innovation, accessibility, and practicality. Inovacar is not just another car rental company, it aims to be a benchmark for smart, accessible mobility, combining technology with genuine care for people.

With this new positioning in place, we developed a hand-drawn, modern, and distinctive logotype. We chose a custom type design, with dynamic curves and strong lines, allowing the name itself to become the brand’s central visual element. No icons or symbols, just a well-crafted name that communicates trust, movement, and boldness.

To complete the visual system, we chose a striking combination of bold and neutral colors, reinforcing the contrast between energy and balance. The fonts were selected to ensure easy readability while adding a bold, contemporary tone to the communication. The result is a visual identity that clearly represents everything Inovacar wants to express: a vibrant, confident brand ready to accelerate into the future.