VIP Autotrader is a compnay specialising in the sale of high-end second-hand vehicles. The brief received from the client clearly outlined the importance of stressing the high-end fact. The owners wanted to move away from the pre-conceived notion of second-hand car salesmen and wanted to convey a message of trust and elegance.
For inspiration we looked at high-end vehicle manufacturer logos, for example; Mercedes Benz, Cadillac, Porsche and Maserati. We found the classic shield shape in many of these logos and found that they have become representative of power, control, strength and royalty. In many instances this is emphasized by the silver laurel leaf as symbol of triumph and wealth.
The color silver is associated with meanings of industrial, sleek, high-tech, and modern, as well as ornate, glamourous, graceful, sophisticated, and elegant much like the vehicles being sold. The blue in the shield communicates significance, importance, and confidence. Considered a highly corporate color, blue is often also associated with royalty.
The font choice for this logo was clean, minimal and modern