Project: Corporate identity and branding
Client: Skilled Driver Training
The client required a logo and branded stationery for her new driving tuition business. The business was starting up in an area already serviced by a handful of driving tutors and so had to look instantly differentiated from the competition and also more professional to attract new clients. The dual control car to be used was white and so the branding was desired to be suited for a white background with plans of applying it for car signage.
The colours used were chosen as a direct departure from those of the competitors' primary yellows, reds and blues. Their connection to traffic signal colours (green & amber), progression (green = go), freshness (green) and achievements (the amber/gold) was also a deciding factor. The tessellation of the triangles to create the 'S' allowed for branded patterning and design elements. The muted-tone geometric san-serif typeface is easily read and non-threatening to potential customers.
