Corporate identity
Website design
Branding of Hybrid electric vehicle workshop network
Problem statement
KOLORO specialists were approached by the owner of a network of hybrid car service stations. The problem was the following: the corporate style of the brand had not been changed for a long time, so the service stations looked out of date. In fact, a visual and ideological “renewal” of the company was required – rebranding. However, together with the client, we decided to carry out a full-fledged branding of a network of electric car service stations, coming up with something completely new. In addition, the client ordered the development of a Hybrid service station business card website.
We were tasked with developing the elements of corporate identity:
logo;
fonts;
brand colours.
The new corporate identity should be modern, simple and clear. Before we started work, we conducted research into the hybrid car market.
Results of the market analysis
Having analysed the identity and corporate style of electric car workshop brands, we have identified two design trends – techno and eco. Technostyle is characterised by correct geometric shapes, restraint and brevity, colours are grey, white and metallic. But techno motifs are also used by many manufacturers of traditional cars, and there is a high probability to get lost on their background.
Ecostyle in design emphasises the main advantage of hybrid cars – environmental friendliness. As a result, our designers have created several variants of corporate identity in techno style, but most of the concepts are designed in eco style.
Decision
Service station logo: green energy
The development of the corporate style of the service station began with the logo. The marketing experts studied information on the internet, conducted a small survey and talked to the customer. It turned out that most people associate hybrid cars with “green energy”. The results of the survey were passed on to the designers.
Before
Afterwards
Все идеи для логотипа
Final logo concepts
In total, the designers developed more than ten concepts, and the final presentation to the client included the three best ones. The logo with a speedometer emphasises speed as an advantage of hybrid cars, while the logo with a lightning bolt emphasises fast charging. The client opted for the concept, which we described with the keywords “charge, current, action”. These are the most frequent associations that the audience has with hybrid cars.
Description of the selected concept
The old logo underwent radical changes. Sharp angles, incongruous colours, gradients and acidic lettering gave way to a laconic font composition decorated with a leaf with an electric plug. The result is a simple, clear and memorable image.
Green colour symbolises ecology and connection with nature, and blue – modern technologies. The brand name uses the Days font with soft, wide lettering, and the description uses a font with narrow lettering.
We suggested using the logo on different substrates: white, blue and dark brown. The client chose the blue substrate, and as a result, the corporate identity of the service station chain is based on a blue-green colour scheme.
Development of utilisation standards
Colour variants of underlays and workshop logo
We offered 3 backing options:
- brown (calm and shading the logo);
- dark blue (technological);
and a light, universal
Proportions and scaling
Design of the site of the service station
KOLORO Agency provides design and development services for different types of websites. In the case of a service station brand, we created a business card site with several pages. It gives visitors the opportunity to find out what the company does, its contact details, price list for services and other important information. We made it so that the user could achieve any goal in three clicks, whether it was to find the phone number of the service station or to read about the service.
Service station brand development and other services of KOLORO agency
