LogoGala

The idea came from the original tagline idea suggested by my client “Your automobile is our passion”. Not a bad tagline, just in need of some TLC. Shortly after the brief was written up, I began thinking about a more dynamic tagline that was both catchy & suited the demographic. Eventually “A Driving Passion” was born. Upon visiting a car-wrecking yard, I stumpled on an old column-shift Toyota (not too different from one I briefly owned) The positioning of the D, the D in Roundel & the new tagline was a perfect menage a trois.

Adobe Illustrator. Accept no substitute.

Being mostly type-based, I didn’t do a lot of sketching. All I knew is I wanted to avoid traditional ‘Roundel’ shapes & circles. Being based on existing shapes/objects – Vintage gear displays & dashboard enclosures, it was just a matter of duplicating those shapes from source photos & memory.

A triple threat from Hoefler & Frere-Jones; Tungsten Semi-Bold, Vitesse Medium & Gotham Rounded Book.

I wanted to keep the colour scheme as authentic as possible & being used cars, I wanted to capture that ‘pre-loved’ atmosphere as well. Deep (slight browned) grey instead of black – for a slightly sun faded dashboard insert, Cream to represent the discolouration white plastic gets over time & finally Orange for the backlit L.E.D display when the ‘Drive’ gear’s engaged.

All up, the project took about 3 months from first briefing to finished product.

As far as challenges go, I’d say the hardest part was actually typeface selection of the sub-header & tagline. Selecting a face that didn’t over take the title, but din’t get buried in the mix either.

Nope. I wouldn’t change a thing – not the logo, the process, or even the client.