ONE BRAND. TWO CONCEPTS.

CLIENT

Kelly Automotive Group

ABOUT

The Kelly Automotive Group was pitched with retooling their Risk Free trade pricing program, and part of that was new logos and branding. The details of what the client wanted were a little sparse, but they knew they wanted greens and blues – color reflective of money, confidence, and trust – and something with a flexible iconography. In the end, the client stayed with their Risk Free campaign as it was, but sometimes that’s how it goes.

The Kelly Automotive Group was pitched with retooling their Risk Free trade pricing program, and part of that was new logos and branding. The intention of this logo was something clean, flat and flexible to work well with any of their brand roof tops. The colors were to reflect confidence, trust, and money or finance. In the icon there is a subtle symbolism. The blue is sky, while the green is land. The line swooping through the A harkens to the open road. The shield calls to the confidence, protection, and guarantee of the trade values provided.
A horizontal version of the primary logo.
When designing an icon used with a logo, it should always be identifiable on its own as well as with the word mark. Often, it can be more critical than the wordmark or combination logos.
A reverse stacked version here. Whether on a solid background or a glamour shot, the logo should show distinctly.
In this second version of the Autoppraisal logo, I retained the greens and blues but presented them in a dynamic check mark icon, that gives a subtle 3D feel. The text is highlighted by a customized version of a heavy sporty script, making is unique in a world of simple, clean sans serif fonts.
Flexibility is a hallmark of any design I try to create. This is a proposed horizontal version of the primary logo.
In this horizontal version, I also show that the logo can be replicated in grayscale with a similar depth and effect. This logo can also be changed into a full single color with simple modifications to the outer lines.

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