As newspapers are typically delivered in the morning, Dash found that their fleet of vans were not being utilized for the majority of the day.  This prompted the decision to expand into vehicle rental.  The brief given to MPAD was to name and create a new brand image to highlight Dash’s vehicle rental service.  This required a logo and livery design that was eye-catching and identifiable on their vans, which also incorporated the original Dash brand.  A balance between the consumer and commercial market for vehicle rentals was also essential.

MPAD generated ideas for a logo that was immediately noticeable on their vans and considered giving each van an individual Cornish name.  The latter, however, was not considered to be appropriate for the commercial market.

The finished product was a simple ‘D’ logo that incorporated an arrow.  This illustrates the rental process – driving away and then returning the vehicle later that day. Furthermore, the use of bold colours and familiar font to their core business emphasised that vehicle rentals were a separate service but within the Dash SW brand.