Auto Inspired logo and Branding
Well, this logo was my first foray into auto-inspired design and branding. It was really interesting doing the research for the logo.
Turns out, for logos like this, there isn’t much competition. This may be in part because companies like this have smaller budgets for things like branding but it also may partly because it’s also less necessary. Want an example? Here is the client’s indirect competition logo (here.)
Let’s face it, when you are on the side of the road calling for a tow you aren’t concerned about the logo. You just want them to get to you quickly any time day or night and hopefully for a good price.
We went through a few different versions, this one I loved but thought it might not be obvious enough… and yes… that “e” is being towed away 😉
So keeping in mind urgency the client in question wanted yellow. Blue being a natural match up- we decided to use it as the contrasting color to get the most punch. Yellow can come on way too strong and a little juvenile so we added an indirect radial gradient. It lightens the severity while still allowing the blue to pop.
I literally took a photo of a tow truck, outlined it in illustrator and added some “glare,” shading marks to make the tow truck “mark.” Simple enough to stand out, detailed enough for people to easily be able to see the tow truck in the illustration. This mark was more than a little tricky but I think we won out in the end.
The ultra readable font gives the company name and information quickly and efficiently while maintaining a clean aesthetic. As I said earlier for this particular industry it doesn’t take much to “stand out,” but it is absolutely essential to be a quick read for any stranded folks who need a lift for themselves and their car. This logo definitely stands out from the competition being both approachable and reading as absolutely “trustworthy,” and if I can take a moment to gloat -also well designed.