A brand identity project for Maxed Out Rentals, a film equipment rental company based in Sydney, Australia. The main idea behind the logo mark was to portray an ambiguous piece of equipment - something alluding to a battery or studio light but not explicitly either of them. The lightning bolt symbolises the integral role that light plays in filmography. The symbol combined with the logo's slanted orientation gives the company an energetic and forward-facing personality.
Care was taken to maintain a clean urban aesthetic whilst not coming across as too sharp or edgy. The tips of the lightning bolt were subtly rounded in order to gel cohesively with the soft corners of the entire logo.
Maxed Out Rentals is the sister company to the iconic Sydney film studio Maxed Out Films so the original orange, white, and black colour palette was carried forward to tie both brands together. The Heavitas typeface was chosen for it's elegant ability to be simultaneously solid and approachable.
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