Logotype - Global Autocare

As part of a group, we had been given a brief for a company called 'Global' which is an company that specialised in car hire, car maintenance and the movement/storage of cars in which we had to re-brand its logo. We focused mainly on the company's reputation, what they do and the relativity of the logo to its company name.

Personally, I really disliked the logo. This is because I didn't like how the logo was pink. I would not associate a car company with the colour pink. The letter 'o' in the logo was replaced by a globe so that it ties in the the logo name. I thought the globe looked off as it almost overlapped the rest of the lettering near it. The globe tried to give off a 3D effect to it as it had a grey gradient colour and also a shadow effect, but to me it still looked 2D. The colours clashed as the pink was too bright and the grey was too dull so it was slightly confusing and I didn't like the combination.

We collectively agreed that the logo did not match the whole idea of the company. This is because the company name is called 'Global' which is too generic and could relate to anything and everything, not specifically an automobile company. We had decided to re-brand the name so it would be distinctive and would relate to an automobile company. We also found out that the company did not match up with its logo name. The company is not in fact global, but is national which can confuse their customers which is another reason why we decided to re-brand the company name. 

For the final piece, we came up with the name 'auto one'. We thought that it would make the brand more distinctive and customers would automatically guess what type of business they are. 'One' represents the services that they provide, that they are all in one place.

We researched colour schemes and popular colours from car manufactures in which we chose the grey and the red. We chose this because the grey represents the colour of a garage and tools used to by mechanics and also the red as it is a popular colour in many cars manufactures. We used a slight gradient effect on the 'one' to represent the metallic body of the car, giving it more of a realistic look of a car.

Feedback:

• Too much text on presentation
• Appropriate new name
• Excellent explanation
• Good colour theory 
• Dynamic and adaptable logo
• Explore different name options

This group task has helped me to work better with other people and discuss ideas and share them to create a suitable logo for our brief. I was glad that the lectures were very positive about our logo and gave good critical feedback of about the whole presentation. The tutor told us that our logo was the most effective and would actually give it to a client which boosted my confidence in typography.