UpShift is developing a timeshare for cars to give weekly urban drivers convenient access to great new hybrid and electric cars parked in their apartment and around the city. Target audience is 20-35 year old urban professionals.
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Brand is eco-aspirational/eco-chic not crunchy eco/sustainability. Think Method soaps or Whole Foods. "Up" and "Shift" are both strong words. Of the 3 types of logos, I'm more drawn to highlighting the letter form, especially the "Up" component. I could see the "Up" being used like the "in" in LinkedIn for iPhone app icons, etc. Brand identity should be simple and strong. Premium but not unapproachable. Clean and modern, connoting an element of test driving the future but not too strongly. Color should be more blue than green. U and S should be capital letters or use other design language to differentiate between "up" and "shift". This could also subtly suggest "US" (collaborative consumption, sharing, community) but that should be very subtle like Amazon's arrow pointing from A->Z. "Shift" could be italicized or otherwise suggestive of forward, future or progress, change for better. "Up" should suggest upward mobility, aspiration, better life. Brand should convey primarily freedom, aspiration, and convenience and secondarily urbam, mobility/transportation/car, and fun. Slogan is "Drive the Future" but that will not be in the logo itself.
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