Lej Et Lig – identity and name
We made up the name and designed the original logo for the proudly low market auto rental Lej Et Lig (that translates to “Rent A Corpse”, “corpse” and “wreck” being synonymous in Danish).
Our goal was a truly memorable name (with a nice alliteration), illustrated in a direct, but playful, non-sinister way. We still think the choice of a cartoonish mummy as a mascot was almost perfect, because mummies are inherently fascinating, and just about everybody has some relationship to the concept.
The logo has since changed with new owners (and not for the better, we think), but the name is still in use, and continues to work great almost 15 years after the original idea.
Drawing of mummy done by the great Jonas Fromm.