Fastlane Auto Detail
Fastlane Auto Detail is a car detailing shop founded on the owners personal love and passion for cars. The business needed a brand that represented their premium, quality services and showcased the owners passion for classic cars - specifically, his own.
01
New Logo
The brand identity developed evolved around the representation of the businesses values, including speed, performance, knowledge, and entrepreneurship. The logo also includes direct ties to the business owner, creating loyalty, credibility, and uniqueness to the brand. The developed logo incorporates an illustration of the clients own car, further proving the business has the knowledge and drive to provide efficient car detailing.
02
Logo Variations
A brand identity is not complete without logo variations. The primary logo, secondary logo, and submark all provide a variety of ways to effectively use the new brand identity across all marketing collateral.
03
Color
The colors for the new brand identity were chosen for their direct representations of the businesses values, matching with the brand strategy developed through initial client onboarding and research. The cream has a professional aesthetic which leads it to represent the business values of entrepreneurship and knowledge. The gold represents the shine that the businesses clients will experience through the high quality detailing services provided. The gray symbolizes efficiency, speed, and the high quality business performance, along with the red representing speed, power, and performance through its high contrast color. The blue reflects the value customers will receive, providing a sense of comfort and representing the reasonable pricing the business offers to clients.
04
Typography
The type chosen for the brand provides a bold, impactful message while remaining legible and modern. The type provides consistency throughout all mediums and enhances the brands tone of voice and style. The sans-serif typeface provides a bold, streamlined look to the brands typography. The boldness of the heading text portrays the concept of performance and speed used through the branding.
05
Pattern
The pattern compliments the logo through the consistent iconography and personalization added for the business owner. The illustrations help in quickly identifying that this is a brand focused on high performance and credibility. The numbers '227' and the American flag were created directly from the side of the business owners car, adding a sense of credibility and personalization to the brand. The checkered pattern within the pattern helps to create cohesion between the pattern and the logo design.
