Building an identity for Jon’s Auto Detailing

Brand Identity Design


Project Overview + Goals

Jon, who has a side-hustle detailing cars recently got in touch and connected on the premise of developing a branding identity to get his business further off the ground. Jon’s business - Jon’s Automotive Detailing, had no branding prior and he had a vague idea of how he wanted his brand to be represented. My mission was to develop a cohesive branding identity (to an extent fit to Jon’s budget) to portray Jon’s business in an approachable, modern and streamlined manner.

The Process

Running a business without some form of cohesive branding in place is never a great place to be, not only does it look unprofessional and makes it difficult to compete within the market but an obvious one is; it deters customers, how do service based business turnover a profit? Clients. This pain point was easy to identify and made for a clear project focus. Develop a branding which in turn would help grow his business and further allow him to stand out within the market.

Through market research, a trend was discovered within the niche that other business all had a similar look and feel. These all were in the form of type surrounded by the silhouette/outline of a car, complimented with a gradient. Acknowledging that this was definitely not the route Jon wanted to take, I began to explore a solution which was
scalable and versatile.

For Jon’s wordmark I decided to use typeface Declotype Extrabold, the chunky bold lettering with sharp accenting was a great fit for Jon’s brief. Hierarchy was a focus here, stacking the business name and enlarging the ‘detailing’ type to create a focus on the service Jon offers.

Next, it was time to tackle the accompanying logo which turned out to be a spray bottle with the business name’s initials inside. Since the goal was to stay away from any cliché design styles as researched, I chose the spray bottle as that is something which is commonly associated with the detailing industry and cleaning. I explored a variety of concepts, yet this was the winning pick, to form the overall brandmark I pieced the wordmark and icon together. In application, these should be split, the icon is perfect for social profiles,
social media posts or decals and the full band mark is designed for use within brochures, headers and printed business collateral.

The Outcome

View the mockups below showing Jon’s branding in action!

Sticker Application

Sticker Application

Branding on Business Cards

Branding on Business Cards

Letterhead Application

Letterhead Application


Are you in need of branding for your business?