After 40 years of operation in the central west, the new General Manager of West Orange Motors came to us requesting a new brand and logo design.
They approached us with a very open design brief. The only restriction was that the logo be two-dimensional so that it could appear exactly the same no matter the form of media.
West Orange Motors is the largest local, one-stop shop with a wide range of new and used cars and trucks, along with service, finance, and parts. Their target market was described as anyone with a driver’s license, and their tagline has always been “Driving The Central West”.
The business had never had a graphic logo, rather the text was spelled out in a brush script typeface. With this in mind, before starting any concept work we put together a collection of style examples. This is really helpful as a part of the discovery process and allows a client without any preconceived ideas to define their preferences.
The logo design
The West Orange Motors logo forms a graphical acronym with a strong typeface that is pointing/moving forward. The ‘O’ is in motion and resembles the open road or a moving wheel. The letterforms all together also show the motion of the many moving parts in an engine, as your eye travels up and down from left to right. A classic geometric typeface balances the overall form.