Marshall Motors: Logo Design for Automotive Repair Garage
Marshall Motors: Logo Design for Automotive Repair Garage
Logo Design Project | 2024
Logo Design Project | 2024
The Brief
Alex Marshall approached me to create a brand identity for his new auto repair garage. As a skilled mechanic stepping out to establish his own business, he needed a visual identity that would convey confidence and expertise in a competitive market. Alex specifically wanted something "badass" that would stand out on shop signage and merchandise while clearly communicating his repair services to potential customers in his local area.
Alex Marshall approached me to create a brand identity for his new auto repair garage. As a skilled mechanic stepping out to establish his own business, he needed a visual identity that would convey confidence and expertise in a competitive market. Alex specifically wanted something "badass" that would stand out on shop signage and merchandise while clearly communicating his repair services to potential customers in his local area.
The Challenge
The auto repair industry is visually saturated with similar logos using predictable elements. We needed to create something recognizable as an auto repair business while developing a distinctive look that would set Marshall Motors apart from competitors and build Alex's confidence in promoting his new venture.
The auto repair industry is visually saturated with similar logos using predictable elements. We needed to create something recognizable as an auto repair business while developing a distinctive look that would set Marshall Motors apart from competitors and build Alex's confidence in promoting his new venture.
The Logo
I designed a bold emblem incorporating crossed pistons from an engine block—a direct reference to automotive expertise reimagined with aggressive angles and clean lines to create the "badass" aesthetic Alex wanted. This distinctive shape communicates strength and mechanical knowledge while providing a versatile container that works equally well on signage, apparel, and digital applications. The bright red against black creates instant visibility, crucial for attracting drive-by customers.
I designed a bold emblem incorporating crossed pistons from an engine block—a direct reference to automotive expertise reimagined with aggressive angles and clean lines to create the "badass" aesthetic Alex wanted. This distinctive shape communicates strength and mechanical knowledge while providing a versatile container that works equally well on signage, apparel, and digital applications. The bright red against black creates instant visibility, crucial for attracting drive-by customers.
The Typography
The typography breaks from construction industry norms while maintaining professionalism. Afacad Flux serves as the primary typeface, chosen for its geometric precision and contemporary feel for headlines. Fira Sans provides high legibility for body text. Together, they create a clear hierarchy across all brand applications.
The Typography
Avenir Black and Avenir Roman create a typographic system that echoes precision mechanical work while maintaining excellent readability on signage viewable from passing vehicles. The Black weight provides impact for the Marshall Motors name, while Roman offers clean legibility for secondary information, delivering a modern, professional appearance.
The Color Palette
The color system centers on a powerful red (#CC0000) against deep black (#000000), creating maximum impact and visibility for roadside signage. Supporting metallic tones of gunmetal (#333333) and steel (#808080) add industrial authenticity that connects directly to automotive work. This palette balances high visibility with colors that authentically reflect the mechanical world Alex works in.
The color system centers on a powerful red (#CC0000) against deep black (#000000), creating maximum impact and visibility for roadside signage. Supporting metallic tones of gunmetal (#333333) and steel (#808080) add industrial authenticity that connects directly to automotive work. This palette balances high visibility with colors that authentically reflect the mechanical world Alex works in.
Brand in Action
A collection of branded assets and mockups.
Business Card Design
Business Card Design
Branded Hoodie Design
Branded Hoodie Design
Embroidered Hat
Embroidered Hat
Branded Web Design
Branded Web Design
Project Outcome
Project Outcome
The completed Marshall Motors identity has become a foundational business asset for Alex. The bold branding communicates confidence and expertise, helping establish credibility with new customers. The logo's versatility across applications has created consistent brand recognition throughout his community while giving Alex confidence in networking situations, making it easier to promote his services and build his client base.
The completed Marshall Motors identity has become a foundational business asset for Alex. The bold branding communicates confidence and expertise, helping establish credibility with new customers. The logo's versatility across applications has created consistent brand recognition throughout his community while giving Alex confidence in networking situations, making it easier to promote his services and build his client base.
Testimonial
Testimonial
"Tommy got what I was going for right away with my shop's logo. I've put it on my work shirts and business cards, and it looks damn good. Never thought I'd be this pumped about branding stuff, but it's made a real difference when I'm out talking to potential customers."
- Alex Marshall | Owner, Marshall Motors
"Tommy got what I was going for right away with my shop's logo. I've put it on my work shirts and business cards, and it looks damn good. Never thought I'd be this pumped about branding stuff, but it's made a real difference when I'm out talking to potential customers."
- Alex Marshall | Owner, Marshall Motors
"Tommy got what I was going for right away with my shop's logo. I've put it on my work shirts and business cards, and it looks damn good. Never thought I'd be this pumped about branding stuff, but it's made a real difference when I'm out talking to potential customers."
- Alex Marshall | Owner, Marshall Motors