NEFAZ — Legend meets innovation

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New identity for an automobile brand with history

Task

NEFAZ is an automobile factory with a legendary past and an innovative future. In 1977 the first KAMAZ-5511 rolled off this production line, and in 2011 the first Russian electric bus was produced here (250 km on a single charge). Apart from producing 28 types of buses, the factory makes dump trucks, fire fighter trucks, tankers, trailers and agricultural machinery.

Before establishing a joint venture with a large European auto group, the factory needs to renew its visual identity. We helped NEFAZ with this task to create a modern visual image without forgetting about the great history.

Solution

The new logo is comprised of a graphic interpretation of letter “N” and an outline of a navigation arrow. A slight inclination of the sign makes it more dynamic.

While working on the sign, designers thoughtfully took into account a special request: it would serve as a label for NEFAZ machinery.

We created a system of icons for each product line in leaflets and catalogues.

Moreover, we branded all business stationery, printed goods, created advertising layouts and guidelines for branded machinery. All this came together in a detailed guidebook.