Automotive industry veterans Estevin Mancebo and Tayeb Bouchaab reached out for a brand identity for their startup — a full-service tire & auto shop offering new and used tires and rims.

The project began with an initial consultation and market research to define the startup's goals. From there, I developed several concepts, including the name Loistorengas (Brilliant Tire), which they quickly approved. Taking their feedback, I refined the core elements, including the logo suite, color palette, typography, and overall brand atmosphere.

Drive with Confidence

Loistorengas – Naming, Brand Identity, Logo Design, Guidelines, Mockups, Print Assets

Logo design iterations showing initial monogram sketches to final tire mark concept
Logo design iterations showing initial monogram sketches to final tire mark concept
Animated logomark brand asset
Animated logomark brand asset
Loistorengas logo displayed in primary brand colors
Loistorengas logo displayed in primary brand colors

The Loistorengas logomark is an asymmetrical tire design executed in perspective. It instantly conveys forward motion and energy, symbolizing the company’s commitment to uncompromising quality and innovation.

Logo system lockups with clear space guidelines
Logo system lockups with clear space guidelines

The logo system features a primary horizontal mark paired with a stacked version for narrower spaces.

A tagline lockup is tailored for marketing applications.

To maintain a clean presentation, clear space around the logo is defined by the width of the logomark's rim.

Logo

The brand uses two sans-serif typefaces: Futura Condensed and Albert Sans.

This pairing creates a clear, dynamic contrast between the headers, subheadeaders, and body text.

Typography

Brand typography pairing of Futura Condensed and Albert Sans
Brand typography pairing of Futura Condensed and Albert Sans
Visual spec card for primary brand colors and color codes
Visual spec card for primary brand colors and color codes

Color Palette

The primary colors are green and black, with green being the more dominant color.

The color green reflects the company's commitment to environmental sustainability through recycling and reclamation.

Mechanic work coveralls
Mechanic work coveralls
Business cards showing front logo and back contact details
Business cards showing front logo and back contact details
Printed tire storage bag
Printed tire storage bag
Embroidered workwear cap
Embroidered workwear cap
Social media visual identity concept and grid layout
Social media visual identity concept and grid layout

Mockups

Illuminated building signage
Illuminated building signage
Commercial van wrap concept
Commercial van wrap concept

“

Working with Nick on our branding was effortless. He understood our vision, researched local competitors to build something unique, and delivered far more than just a logo. We love the result and highly recommend him.

— Estevin Mancebo, CEO of Loistorengas

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