Automax’s core business is tyre-fitting and garage services, with plans to bring other facets of their business under the same brand family.
The redesign creates a bolder, more legible logo, yet retains the recognised X form of the original. The bold, tyre tread-inspired font creates great impact for the logo, and variants are used for headlines and sub-headings for all marketing materials, to create a distinctive brand look.
For the four business areas, a logo and colour palette was defined for each, along with descriptor text below to create a cohesive brand family approach.
The identity is applied to various marketing and business print. For the business card, a clever cut-off corner allows the card to function as a tyre tread depth gauge – and a useful, informative thing for customers to want to keep handy. The reverse of the card also doubles up as a simple appointment card.
A cost effective A5 flyer was created to promote the garage services locally. The copy tone is confident yet friendly and helpful – allaying the often ‘blokey’ stereotype of tyre fitters and garages. The leaflet also features a clear, custom-drawn map to give simple location details for the fairly well-hidden trading estate unit.
The branding has really helped to smarten up the image of the garage and gain new customers. The branding assets have also allowed the client to develop their own website with a consistent look and feel.