Redefining a brand, for an automotive company redefining repair
ACM Parts is an industry leader in the Australian automotive industry. With a national network, they provide reclaimed, genuine and aftermarket parts for a wide range of vehicle repair needs.
The old brand was dated and did not resonate with their target market or align with their position as industry leaders. Through rebranding with Kaliber Studio, there was an intentional shift to leave the old brand behind and reinvent the overall identity, whilst also taking in to account the sub-brands which had not previously been given strategic design consideration.
Despite being at the top of their game, ACM parts continually strives for improvement – by innovating solutions available within the repair industry, and by offering the best quality parts and service to their customers. Hence the tagline ‘redefining repair’, which is highlighted throughout the brand.
The brief for the logo design was to create an identifiable brand mark, that could be used as a stand alone design asset. The piston was chosen as a base to create an abstract logo, not only is it an iconic symbol when it comes to vehicles, but also synonymous with the concept of a driving force. The simplicity works well at any scale and provides an effective logo mark in single colour print applications such as packaging. The overall look is bold and clean, creating an established and industry leading look that will provide longevity for the brand.
Following Kaliber’s branding process, the next stage was to create design concepts exploring the brand in application. Here we test fonts, colours, image styling and design layout. ACM Parts had a range of previous marketing material available as reference to redesign, but we were also able to broaden the brand application and create designs across print, social and packaging. This ensures brand flexibility and visual contrast within designs and layouts – meaning the brand will be easily recognisable, whilst still being able to capture the target markets’ attention by engaging them with a variety of designs.
The brand architecture within ACM Parts takes a branded house approach, with the sub-brands sharing the same name with sub-text to represent the divisions. The sub-brands share the main logo mark, and primary brand colour to provide strength and consistency across the ACM brand. Each sub-brand features it’s own secondary colour as a clear differentiator, but all follow the same visual identity guidelines.