Alpha Drive is a forward-thinking car-leasing business that caters to the middle and upper tier of the car rental market. The company prides itself on delivering premium car models and impeccable service at affordable prices. Copper was chosen to be the primary colour of Alpha Drive, as it represents both luxury and accessibility. In addition, dynamism and adaptability were taken into consideration when choosing the tone of copper. Using the merger of the alphabets A and V, the logo is designed as a forward-moving arrow to represent the tagline, “We Drive You Forward”. The supporting tagline – “Your Life, Your Drive” reflects how the business model revolves around a carefully curated lifestyle for their customers.