Corporate identity
Website design
Branding of a network of service stations Hybrid electric cars
Problem statement
KOLORO was approached by the owner of a network of hybrid vehicle 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the following: the corporate style of the brand had not been changed for a long time, so the service stations looked out of date.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 essence, a visual and ideological “update” of the company was required – rebranding. However, together with the client, we decided to do a full branding of the electric car service station network, 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 elements of corporate identity:
- logo;
- fonts;
- brand colors.
The new corporate identity should be modern, simple and straightforward. Before getting started, we did some research on the hybrid car market.
Results of market analysis
Having analyzed the identity and corporate style of electric car service station brands, we have identified two design trends – techno and eco. Technostyle is characterized by correct geometric shapes, restraint and brevity, colors – gray, white and metallic. But technomotives are also used by many traditional car manufacturers, and there is a high probability of getting lost in their background.
The ecostyle in the design emphasizes the main advantage of hybrid autos – environmental friendliness. As a result, our designers created a few techno-inspired brand identity options, but most of the concepts are designed in an eco-inspired style.
Decision
Service station logo: green energy
The development of the corporate identity of the service station began with the logo. The marketers researched information on the internet, conducted a small survey and talked to the customer. It turns out that most people associate hybrid cars with “green energy”. The results of the study were passed on to the designers.
Before
After
All logo ideas
Final logo concepts
In total, the designers developed more than ten concepts, and the final presentation to the client included the top three. The speedometer logo emphasizes speed as an advantage of hybrid cars, while the lightning logo emphasizes fast charging. The client opted for a concept that we described with the keywords “charge, current, action”. These are the most frequent associations about hybrid cars that audiences have.
Description of the selected concept
The old logo underwent a dramatic change. Sharp angles, mismatched colors, gradients and acid lettering gave way to a concise typographic composition adorned with a leaf with an electric plug. The resulting image is simple, clear and memorable.
Green symbolizes sustainability and connection to nature, while blue symbolizes modern technology. The brand name uses the Days font with a soft, wide lettering, and the description uses the font with a narrow lettering.
We suggested using the logo on different substrates: white, blue and dark brown. The client chose a blue substrate, and as a result, the corporate identity of the service station network is built on a blue-green color scheme.
Development of utilization standards
Color variants of underlays and workshop logo
We offered 3 substrate options:
- brown (calm and shading the logo);
- navy blue (tech);
- and light, versatile
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 the service station brand, we created a multi-page business card site. 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 can achieve any goal in three clicks, whether it’s finding the phone number of a service station or reading about a service.
Service station brand development and other services of KOLORO agency
