One of our most demanding projects during this quarter was creating new brand identity for ECAP. This undertake began with a creation of new ECAP logo.
Even though we wanted to show completely new design, the decision was made to keep the well-known colours because of the effect on brand recognition.
A few factors had an impact on the decision to change previous ECAP logo. The first one is the fact that, as time passed by, more and more services in region started using similar logo. This resulted in previous logo becoming outdated and less authentic. Another reason is the fact that for most of the car lovers, the previous logo wasn’t pointed in the right direction.
The easiest way to describe new logo is to say that it consists of clear red line of a car that ends with dots. For someone who is a professional in the matter, this line should be associated with electric board. Besides this, we decided to choose completely different font – Space Age. Compared to previous font, the new one is bigger, more rounded and onward. Once we decided to use electric board and diagnostics for inspiration, this font became our primary choice. We could say that the thing that got us fascinated about this font is the fact that it could be associated to space and speed and gives a certain sci-fi impression.
Our idea was to show design which people will see as futuristic and progressive, as well as technical. The logo should describe our commitment to professionalism and education. It should also drive people to think of electrics, mechanics, electric cars and automotive industry the moment they see it.
Besides all this, we decided to change the ECAP slogan as well. The previous slogan – Obuke “Made in Germany” – had to be changed into new, more sophisticated slogan: Work smarter. The reason why we introduced this slogan is the fact that it represents the main business idea of ECAP as it is – Be proactive, apply for trainings and work smarter.
