Logo, brand identity and guideline for a car dealer

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LOGO DESIGN, BRAND IDENTITY AND GUIDELINE FOR AUTO-DEALER ALLIANCE TRADE.

The company has been successfully operating under the Asia Trade brand in the Kazakhstan market for some time. Their business is the transportation of vehicles from South Korea to order and the sale of cars in stock. The sales process is completely under the control of the client.
Today, the company's offices are located in three Kazakh cities: Almaty, Astana and a large car dealership in Shimkent. There was a need to update the name, and at the same time create a new logo and branding for all branded media, with which they turned to me.

Client: ALLIANCE TRADE LTD.

Location: Shimkent, Kazakhstan

Instagram: alliance_trd
Website: alliancetradeltd.kz
Project: Logo, Identity, Guideline
Year: 2023
Design: Vladimir Pechonkin studio

The idea of the approved logo is to combine the first letters of the name, where A in the form of a triangle conveys the image of an alliance of manufacturing countries and the distributor, and the letter T is depicted as a symbol of movement and dynamics. The resulting monogram resembles a star as an image of a bright and successful Asian auto trader.

Although the previous ASIA TRADE logo looks impressive on a black background, the silhouette of the car is very typical against the background of the emblems of many other car companies. Also, the golden color looks faded on light backgrounds. When the old symbol is reduced, the elements of the logo merge and are almost unreadable from a distance. Look at the difference in readability, for example, on a car dealership sign:

Corporate identity media can have a dark or light background. A graphic element in the form of an enlarged logo star is made with a contour line
and is a key element of the brand's visual identity. On different media, it scales a little differently, but the general idea remains the same. An outline style graphic may have a glossy effect, as shown.