Veloce Motors is an young car dealership company from Canada, sells a wide range of models cars, which also provides services of high-quality car service and tunning any complexity. Target audience of Veloce is 16-35 Male car buyers.

The task of this job was to design visual identity which conveys reliability, high quality service and strong technological side of company, emphasize youth and openness to the clients.

The Veloce’s graphic system has minimalistic industrial style and consists of minimum components of which the major are the brand’s colour pallette, materials and forms but also is complemented by icon set and scheme line illustrations that symbolized company’s rationality and attention to details. The general colour is bright blue that attracts attention, reflects high technology of company and shows focusing in young clients. Also important part of visual identity is using steel, chrome materials that shows company’s sphere of activity and leather material that symbolizes reliability and high status of company. Alliance No.2 is a primary typeface for Veloce inspired by Industrial era types from the end of the 19th century, attempts to follow the best of traditions of Grotesk typefaces, features monolinear strokes and a good amount of contrast between the stroke thickness of each weight. Symbols for public areas, environment, transportation, digital and urban life. This typeface emphasizes technological efficiency and modern of company in brand visual system. Logo is minimalistic has tech, strong vibes in typography to great characterize company. Symbol is also minimalistic and strong, conveys speed and sports vibes, depicting metaphoric bird.

Brand identity has a lot of things, tools, documentation, merch where the major is form but a graphic design is in the background. The overall visual language is clean and understandable.