When Facil rent-a-car asked us to design a new brand identity, one of the key emotions that we saw potential for development in was "trust". That is, their target audience in Latin America just doesn't trust car rental companies. Many car rental companies in Latin America are run quite informally, with plenty of opportunity for scams. The informality also means they are often run inefficiently; anecdotes abound of tourists being stuck at airports because their car rental company failed to deliver a vehicle. Combined with the generally chaotic nature of urban traffic in Latin America, this leads to a very undeveloped and under-performing car rental market. 

Following a series of workshops, we realised that this was an opportunity, not just for a properly run car rental brand, but for a whole movement based on transforming traffic from the current chaos into a civilised experience.

These workshops also served to identify the company's key values: smooth, smart and speedy service.

We also became aware of an under-exploited facet to the company: its German work culture. The company owners are German descendants whose parents made sure to inculcate in their children the value of hard work, honesty and a deep curiosity for science and technology. These values have made their mark on the company: Facil stands out because it is run efficiently, with lots of personal integrity and interest in quality cars and quality service, backed up by good technology. We therefore concluded that this German heritage should be brought to the foreground. 

Our solution: Zügig. 

1. Zügig actually means "smooth", "smart" and "speedy" in German. The word means "speedy", but is often used in German to describe a frictionless and easy interaction (smooth), and is also used to describe a person being quick-witted (smart).

2. Zügig is a very short German name (it has an umlaut on the u). 

3. Zügig ends with a "happy vowel": i, making the person who says the word smile when they say it.

4. The Z is a very dynamic letter. It echoes the shape of the three diagonal speed lines we used for the icon.

Visually, the speed lines serve to represent the speed and efficiency of the company, and their shape places the company in the automobile context: German sports cars often have speed lines on the side of the bonnet, for air intake. Their diagonal shape has become a key distinguishing feature for Zügig communications: even the backgrounds of the product pictures use a diagonal gradient, which makes all the difference between a standard rented car, and a Zügig car.

Speed lines on a sports car.

Speed lines on a sports car.

A Zügig car, illustrated by the Gallé studio. Note: the background to the picture is diagonal, using the same angle as the Zügig icon.

A Zügig car, illustrated by the Gallé studio. Note: the background to the picture is diagonal, using the same angle as the Zügig icon.