About the project
Total 4 is an Auto Spare Parts Trading company based in Dubai, United Arab Emirates. The project aims at building a visual identity to fulfil the brand’s visions and promote their presence in the automotive industry.
background
Total 4 provides original and replacement auto spare parts in the retail and wholesale markets of Dubai, UAE. The company works extensively with other businesses locally and internationally to equip them with auto spare parts for different vehicle brands.
brief
Build a recognizable, reliable, modern and strong visual identity that represents the newcomer in the competitive auto business environment.
Design direction
The overall direction focuses on creating a strong, unique symbol that clearly represents the brand and helps it stand out in an industry full of traditional, competitors. A modern and condensed identity makes the brand easy to recognize and remember at a glance.
brand attributes
The initial talks with the client helped in deciding three key attributes of the brand that would help fashion the logo, colors and visual world.
Contemporary aesthetic to imbue newness
Instantly recognizable, easy on the eye, scalable
Represent strength, speed and energy
Explorations
logomark
The logomark is built with a stylized ‘t’ and number ‘4’.
The construction uses sharp and angular lines with consistent stroke width to give a clean and balanced look.
The design is precise, scalable and legible at various sizes.
logotype
The logotype consists of uppercase characters with ample spacing for a premium look that ties well with the logomark.
The ‘A’ is stylized to reflect the rings of a car engine’s piston.
lockups
Vertical and horizontal lockups enable flexible usage across different mediums - print, packaging, digital etc.
typefaces
Sans-serif typefaces are chosen keeping brand attributes in mind - modern, clean and print and web friendly.
color palette
The primary color world conveys energy and stability.
Sophisticated, refined red represents energy
Neutral, stable white acts as a canvas for red and black
Rich almost-black feels modern and adds depth to the palette
A red gradient mimics the metallic sheen of auto parts. It is overlayed with the primary red to bring out personality.
branding in action
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