Maxiautos
Two proposals, one brand.
Logo for Maxiautos, a car import and sales dealership in Caracas, Venezuela. There were two proposals: the client kept the lettering of the first and asked for a new symbol, and the second proposal became the brand, later set down in its brand book.
- Client
- Maxiautos · Caracas
- Role
- Logo and brand concept
- Team
- Samuel Urbina
- Scope
- Symbol, lettering, colour, typography and applications
The brief
A name for a façade and for a keyring.
Maxiautos imports and sells cars in Caracas. The brand has to work at very different sizes: on a sign, on a licence plate frame, on a polo and on a keyring.
01
The name
Two words, one idea.
A single long line gets small fast, so the lettering was stacked on two lines.
02
The reach
One mark for a sign and a keyring.
It has to read from the street and at the size of a coin.
03
The direction
Cars are about going somewhere.
The symbol should point forward before anyone reads the name.
Concept
Three bars: an M, an A and an arrow.
Three bars at one angle carry the whole idea. The slants read as an M; the last bar closes with a vertical and becomes an A; and the slant, repeated, is an arrow pointing forward.
The first route used three arrows with this same lettering. The client kept the lettering and asked for a new symbol, and these three bars are the one that stayed.
Lettering
The name, drawn on a grid.
The letters were retouched on a grid until every corner was square. The diamond that dots the «i» takes the brand colour.
Construction
From the grid to the logo.
The symbol is drawn on a grid, bar by bar, with every edge at the same angle. Once it is filled in, it takes its place next to the lettering.
System
Orange, black and two typefaces.
Coquelicot orange leads; black and white carry it, and Davy’s grey keeps the secondary text quiet. Monument Extended speaks up in headlines and Inter explains.
- Coquelicot#FB4516Primary
- Black#000000Base
- Davy’s grey#55565BSupport
- White#FFFFFFBase
- Monument ExtendedHeadlines
- InterText
Brand book
One system for every use.
The approved logo became the Maxiautos brand book: primary and secondary versions, safe area, minimum sizes, colour, typography and what not to do. These are some of its pages.
Applications
From the plate frame to the keyring.
The brand book proposes how the logo travels: a licence plate frame, stationery, uniforms, keyrings and merchandise. They are shown as proposed applications, not as produced pieces.
Credits
Who did what
Logo and brand concept: Samuel Urbina. The applications shown come from the Maxiautos brand book.
Any questions? Write to us at hey@hidra.zip.