*Please read our brand guides attached* :)
We are a 5th generation, family owned & operated local Christian business in the middle of succession planning to attain ownership from our father. Our families legacy has been in the automotive industry since 1976 & our father has built an outstanding business & reputation, both of which we want to embrace moving forward. However it's about dang time to bring it into the modern day with a differentiated & relevant facelift. :)
We're currently a 1950's themed repair shop with the exterior signage reflecting NAPA branding, interior reminiscent of a 1950's diner, employing some of the highest skilled technicians & service advisors in the industry. People have driven by us for 40 years & still don't know what industry we're in, think we do body work, work on classic cars, or sell auto parts none of which we do. People may like us & know us but they don't know how we're different or relatable to them any longer so our brand is declining.
Our markets are shifting demographically from the baby boomer segment to generation X with an appeal for millennials in the future as their purchasing power grows. Our current customer base is primarily baby boomers. We want to plan for the future but know we're not quite to fully driverless vehicles & millennials yet so we want a logo that subtly hint to this, that we can evolve with.
My brothers & I are looking to build a brand that can ideally sustain & carry us though the next 40 (?) years with minimal upkeep focusing on the upcoming digital technology in vehicles & backed by a strategy of keeping your life in motion with vehicle health. We will be doing a full interior, exterior & marketing remodel, implementing major business changes & striving to be a paperless shop.
We're looking to attract the drivers who can afford our dealership competitive prices so we want to emit higher end, class & luxury similar to their design aesthetic but mindful that we want to be able to sustain growth & the millennial generation.
We're looking to emit auto repair & service but not looking for gimmicky traditional auto repair logos with blatant part graphics such as engines, pistons, tires etc. We want our logo to be modern & contemporary, with family, digital, health, possibility & life in motion in mind. Finally our next step will be to come up with some sort of a complimentary graphic element we can use to signify a visual representation of "life in motion" that can be utilized as a stand alone on collateral or in our imagery & photography usage etc. It would be stellar to see what you can create that we can expand on to truly make this brand iconic & memorable.
The cornerstone of this brand if our logo so we're excited to see what you create! Thank you for choosing to partner with the Pickering family on this exciting new journey! <3