03 – CREATIVE
To communicate Motorserve’s unique offer, we developed an identity based on the brand idea of ‘Effortlessly expert’. The familiarity and heritage of the existing Motorserve brand is retained and elevated into a simple, easy and expert new identity.
The logo represents a journey and getting you on your way as effortlessly as possible. Two quarter circles form two hills with a road going off into the distance – a guiding path to positivity – while also creating the letter ‘m’.
The rest of the identity stems from the logo’s circular visual. Its human, rounded nature inspired the type and wordmark choice, icon design and the entire graphic language to create a unified visual identity focused on getting you on your way simply, quickly and safely.
Familiar to the existing core customer base, the colour palette is evolved and elevated, with bright blues chosen to brighten and simplify digital experiences. Meanwhile the brand language disposes of jargon to communicate in an easy and expert way, making customers feel safe and satisfied.