National Car Rental
travel · image
7
craft
The design leverages environmental branding where the logo acts as the primary light source and compositional anchor for the photographic subject.
Palette
#007236
accent · 25.4%
#737274
background · 16.8%
#8d8e93
neutral · 10%
#171519
secondary · 8.1%
#a4a5ab
surface · 6.8%
#050406
neutral · 3.8%
Composition
full bleed photo
Layout
asymmetric
Color structure
neutral plus accent
Background
photographic
Typography
sans · sans only
Imagery
photographic · realistic
Temperature
cool
Accent lands on
background wall, signage, wayfinding tape
Mood
What makes it work
- Massive illuminated brand mark as architectural backdrop
- High-contrast neutral environment punctuated by a single vivid brand primary
- Dynamic subject motion traversing a static horizontal grid
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