Economy Auto Salvage Process Book - Kate Schmidt

Boring Company Branding Process

by Kate Schmidt

Project Overview

Description: Our project brief was to rebrand a tired, boring, and uncool company.

My company was Economy Auto Salvage and honestly, what’s more boring than used car parts? Through our dynamic logos and marks and branding systems we were tasked with breathing life back into these boring brands. This project is very research and concept heavy to ensure we have a strong starting point for our brand.

Reflection: From beginning to end I really enjoyed this project! It was challenging to approach every design and mark as a part of a larger system and concept, but I was able to see how much farther you can push a brand when there are initial strong ties to a concept. The concept for my brand was that every transaction is approached as if the customer is a professional race car driver and the employees are the pit crew ready to get them back in the driver’s seat & on the right track.

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Project Overview

Description: Our project brief was to rebrand a tired, boring, and uncool company.

My company was Economy Auto Salvage and honestly, what’s more boring than used car parts? Through our dynamic logos and marks and branding systems we were tasked with breathing life back into these boring brands. This project is very research and concept heavy to ensure we have a strong starting point for our brand.

Reflection: From beginning to end I really enjoyed this project! It was challenging to approach every design and mark as a part of a larger system and concept, but I was able to see how much farther you can push a brand when there are initial strong ties to a concept. The concept for my brand was that every transaction is approached as if the customer is a professional race car driver and the employees are the pit crew ready to get them back in the driver’s seat & on the right track.

Kate Schmidt VISC 204

Kate Schmidt VISC 204

10.27 & 10.29 RESEARCH

Introducing: Economy Auto Salvage An Auto Parts Recycling Business

Can you say boring, tired, and uncool?

Kate Schmidt VISC 204

Kate Schmidt VISC 204

10.27 & 10.29 RESEARCH

Introducing: Economy Auto Salvage An Auto Parts Recycling Business

Can you say boring, tired, and uncool?

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Case Studies Suburban Terrazzo Tile Co Rebrand: -geometric forms of modernist logos represent tile shapes & make abstract S E -three rising tiles represent the careful, consistent work of the company -hints of modern architectural work along with strong industrial influences -a utilitarian typeface reveals the strong legacy of the company, without any stuffiness -their work includes tough manual labor so the designs needed to represent that by how they hold up in practical applications

Protz Studio Tile & Architecture Rebrand: -modular system for the logotype that is very personable & wonky -each letter becomes its own movable tile of type -letters inspired by the many existing patterns on Protz custom tiles -the modular aspect represents tiles & architecture and the varied approaches of the studio

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Case Studies Suburban Terrazzo Tile Co Rebrand: -geometric forms of modernist logos represent tile shapes & make abstract S E -three rising tiles represent the careful, consistent work of the company -hints of modern architectural work along with strong industrial influences -a utilitarian typeface reveals the strong legacy of the company, without any stuffiness -their work includes tough manual labor so the designs needed to represent that by how they hold up in practical applications

Protz Studio Tile & Architecture Rebrand: -modular system for the logotype that is very personable & wonky -each letter becomes its own movable tile of type -letters inspired by the many existing patterns on Protz custom tiles -the modular aspect represents tiles & architecture and the varied approaches of the studio

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Case Studies Incline Running Rebrand: -triangles were a building block based on the concept of triangles representing incline -the laurel represents victory and triumph, the triangles are once again a metaphor -triangular serifs and a strong slash bring together the whole logotype

Vessel Floats Rebrand: -vertical lines are the emphasis of the interior architecture of floating tanks and are imitated in the logotype and other visual elements -the patterns are depictions of vibrations in the salt water tanks -linear illustrations are based on scientific sketches by pioneers in the field

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Case Studies Incline Running Rebrand: -triangles were a building block based on the concept of triangles representing incline -the laurel represents victory and triumph, the triangles are once again a metaphor -triangular serifs and a strong slash bring together the whole logotype

Vessel Floats Rebrand: -vertical lines are the emphasis of the interior architecture of floating tanks and are imitated in the logotype and other visual elements -the patterns are depictions of vibrations in the salt water tanks -linear illustrations are based on scientific sketches by pioneers in the field

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Industry Research

Company History

The auto salvage industry, also known as pick-n-pull automotive salvage, is an extremely technology-driven industry with the primary focus to repurpose, reuse and retain the value of all automotive parts.

It is a crucial part of the automotive supply chain and represents over $32 billion in sales annually. Buying and selling a salvaged vehicle is beneficial in many ways: it is more cost efficient, it preserves natural resources, and it greatly reduces pollution and the demand for landfill space.

There are two distinct kinds of auto salvage businesses, one being the pick-n-pull model where customers pay an entry fee to a yard full of hundreds of junked cars and are free to wander the lot looking for any usable car parts they need. The second model is full-service lots where usable parts have already been removed and stocked for the customer to chose from.

Economy Auto Salvage has been in the auto parts recycling and resale industry for more than 30 years, Tom and Linda started the company in 1990 in their small town as an effort to provide more affordable options for residents who needed to fix their cars but didn’t have the money to buy expensive car parts in the city. Since their small start, the business has grown and expanded tremendously to 3 full-service lot locations in Kansas. The company’s motto is “Let us take the wheel!” and they pride themselves on their extensive knowledge, personable service, and commitment to reducing waste by reclaiming every possible scrap.

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Industry Research

Company History

The auto salvage industry, also known as pick-n-pull automotive salvage, is an extremely technology-driven industry with the primary focus to repurpose, reuse and retain the value of all automotive parts.

It is a crucial part of the automotive supply chain and represents over $32 billion in sales annually. Buying and selling a salvaged vehicle is beneficial in many ways: it is more cost efficient, it preserves natural resources, and it greatly reduces pollution and the demand for landfill space.

There are two distinct kinds of auto salvage businesses, one being the pick-n-pull model where customers pay an entry fee to a yard full of hundreds of junked cars and are free to wander the lot looking for any usable car parts they need. The second model is full-service lots where usable parts have already been removed and stocked for the customer to chose from.

Economy Auto Salvage has been in the auto parts recycling and resale industry for more than 30 years, Tom and Linda started the company in 1990 in their small town as an effort to provide more affordable options for residents who needed to fix their cars but didn’t have the money to buy expensive car parts in the city. Since their small start, the business has grown and expanded tremendously to 3 full-service lot locations in Kansas. The company’s motto is “Let us take the wheel!” and they pride themselves on their extensive knowledge, personable service, and commitment to reducing waste by reclaiming every possible scrap.

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Word Lists

Concept Map

How to represent cars: hub cap, tires, headlights, steering wheel, hardware, tools, wrench, hood ornament, racing concepts, racing stripes, hanging die, racing flags, & gas station memorabilia.

How to represent salvage: recycle symbol, mashup, machinery, junkyard claw, repurpose, combo, transformation, change, repair, secondhand, infinity sign, & junk yard stacks.

How to represent economy: parts that make up a whole, supporting parts, people or the globe, symbols of $, exchange, circular economy, moving forward, transfer of goods, and stars.

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Word Lists

Concept Map

How to represent cars: hub cap, tires, headlights, steering wheel, hardware, tools, wrench, hood ornament, racing concepts, racing stripes, hanging die, racing flags, & gas station memorabilia.

How to represent salvage: recycle symbol, mashup, machinery, junkyard claw, repurpose, combo, transformation, change, repair, secondhand, infinity sign, & junk yard stacks.

How to represent economy: parts that make up a whole, supporting parts, people or the globe, symbols of $, exchange, circular economy, moving forward, transfer of goods, and stars.

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Visual Audit of Existing Companies

Conceptual Brainstorm I have taken inspiration from previous companies or genres of design in the realm of cars and salvage that include: race car culture, NASCAR memorabilia, vintage gas station visuals, Hot Wheels packaging, Dukes of Hazzard posters, Ford Motor company archives, and a ton of brochures from the General Motors company archives!!

Possibly go for vintage auto sales vibes & emphasize how customizable the experience is. Use primary colors, mixed typefaces, badge shapes, and metallic textures. Racing visuals could include: racing stripes, checkerboard patterns, and arrows.

Brand Phrases “You don’t have to reinvent the wheel.”

“Let us get you on track for success.”

“Everything you need, all in one place.”

“Let Economy Auto Salvage get you to the finish line.”

“Let us take the wheel” (Last phrase is a personal favorite because of the double meaning)

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Visual Audit of Existing Companies

Conceptual Brainstorm I have taken inspiration from previous companies or genres of design in the realm of cars and salvage that include: race car culture, NASCAR memorabilia, vintage gas station visuals, Hot Wheels packaging, Dukes of Hazzard posters, Ford Motor company archives, and a ton of brochures from the General Motors company archives!!

Possibly go for vintage auto sales vibes & emphasize how customizable the experience is. Use primary colors, mixed typefaces, badge shapes, and metallic textures. Racing visuals could include: racing stripes, checkerboard patterns, and arrows.

Brand Phrases “You don’t have to reinvent the wheel.”

“Let us get you on track for success.”

“Everything you need, all in one place.”

“Let Economy Auto Salvage get you to the finish line.”

“Let us take the wheel” (Last phrase is a personal favorite because of the double meaning)

Kate Schmidt VISC 204

Kate Schmidt VISC 204

11.3 Moodboards

Kate Schmidt VISC 204

Moodboards Round 1 -Work on not repeating elements.

-Make each board very distinct, don’t repeat “vintage” each time.

-Make sure each photo has a strong tie to concept, not just visual style.

Kate Schmidt VISC 204

11.3 Moodboards

Kate Schmidt VISC 204

Moodboards Round 1 -Work on not repeating elements.

-Make each board very distinct, don’t repeat “vintage” each time.

-Make sure each photo has a strong tie to concept, not just visual style.

Kate Schmidt VISC 204

Moodboards Round 2

Moodboard 01, Round 3

-Make sure the boards can give you cues on how to treat your type and logo marks.

-Look at archives for examples of how materials connected to your concept were designed.

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Moodboards Round 2

Moodboard 01, Round 3

-Make sure the boards can give you cues on how to treat your type and logo marks.

-Look at archives for examples of how materials connected to your concept were designed.

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Moodboard 02, Round 3

Kate Schmidt VISC 204

Moodboard 03, Round 3

Kate Schmidt VISC 204

Moodboard 02, Round 3

Kate Schmidt VISC 204

Moodboard 03, Round 3

Kate Schmidt VISC 204

11.5 Sketches

Kate Schmidt VISC 204

Kate Schmidt VISC 204

11.5 Sketches

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Kate Schmidt VISC 204

11.10 Digitized Sketches

Kate Schmidt VISC 204

Kate Schmidt VISC 204

11.10 Digitized Sketches

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Concept Boards -Once I had digitized my sketches I compiled them into three ‘concept boards’ based on the moodboards I had created the previous week.

-Each logo and mark was rooted in inspiration or concepts from one of the moodboards and when placed together they began to form a picture of what each brand idea would look like.

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Concept Boards -Once I had digitized my sketches I compiled them into three ‘concept boards’ based on the moodboards I had created the previous week.

-Each logo and mark was rooted in inspiration or concepts from one of the moodboards and when placed together they began to form a picture of what each brand idea would look like.

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Kate Schmidt VISC 204

11.12 & 11.17 Brand Concept Presentations

Kate Schmidt VISC 204

Kate Schmidt VISC 204

11.12 & 11.17 Brand Concept Presentations

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Feedback: -Keep kerning and adjusting the logotype.

-Refine alignment of lights on signage.

-How can you create a signage system?

-Create a 2-sided business card.

-Put the company logo somewhere on the business card.

-How can you continue to incorporate “roadtrip” visuals?

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Feedback: -Keep kerning and adjusting the logotype.

-Refine alignment of lights on signage.

-How can you create a signage system?

-Create a 2-sided business card.

-Put the company logo somewhere on the business card.

-How can you continue to incorporate “roadtrip” visuals?

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Feedback: -Refine type interaction and kerning of logotype.

-Expand the isometric illustration sets!

-Explore secondary logotype marks.

-Rethink price tags and business cards.

-How can you expand the visual language of the name tag?

-Revisit signage treatment. Create a system of signage.

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Feedback: -Refine type interaction and kerning of logotype.

-Expand the isometric illustration sets!

-Explore secondary logotype marks.

-Rethink price tags and business cards.

-How can you expand the visual language of the name tag?

-Revisit signage treatment. Create a system of signage.

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Feedback: -Refine negative space alignment in main logotype.

-Expand an icon set based on the wrench.

-Create a signage system.

-Refer back to other concepts to develop tags & cards.

-Make a 2-sided business card set.

-Add a third color to your concept.

-Work on interrelating/ connecting visual elements.

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Feedback: -Refine negative space alignment in main logotype.

-Expand an icon set based on the wrench.

-Create a signage system.

-Refer back to other concepts to develop tags & cards.

-Make a 2-sided business card set.

-Add a third color to your concept.

-Work on interrelating/ connecting visual elements.

Kate Schmidt VISC 204

Kate Schmidt VISC 204

11.19 Refined Brand Concept Presentations

Kate Schmidt VISC 204

Kate Schmidt VISC 204

11.19 Refined Brand Concept Presentations

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Comments: -I am satisfied with the logotype for this concept but have had trouble coming up with a secondary mark or any adjacent mark that takes up less horizontal space.

-I attempted to expand the set of isometric illustrations but had trouble finding an object that would translate well into that style.

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Comments: -I am satisfied with the logotype for this concept but have had trouble coming up with a secondary mark or any adjacent mark that takes up less horizontal space.

-I attempted to expand the set of isometric illustrations but had trouble finding an object that would translate well into that style.

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Comments: -I am satisfied with the logotype for this concept but have had trouble coming up with a secondary mark or any adjacent mark that takes up less horizontal space.

-The limitations for the logotype were apparent when I placed the logotype on a hat mockup.

-I attempted to expand the set of isometric illustrations but had trouble finding an object that would translate well into that style.

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Comments: -I am satisfied with the logotype for this concept but have had trouble coming up with a secondary mark or any adjacent mark that takes up less horizontal space.

-The limitations for the logotype were apparent when I placed the logotype on a hat mockup.

-I attempted to expand the set of isometric illustrations but had trouble finding an object that would translate well into that style.

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Comments: -Logos and badges are almost finalized. Slight adjustments to spacing will be made.

-Keep pushing the flag icon to fit better with the style created in the primary logo mark.

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Comments: -Logos and badges are almost finalized. Slight adjustments to spacing will be made.

-Keep pushing the flag icon to fit better with the style created in the primary logo mark.

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Comments: -Icon set will be refined to have a very consistent illustration style to the wrench mark. This includes simplifying and mirroring forms.

-The flag mark has potential but again needs to have a clear visual connection to the primary logo mark in some way.

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Comments: -Icon set will be refined to have a very consistent illustration style to the wrench mark. This includes simplifying and mirroring forms.

-The flag mark has potential but again needs to have a clear visual connection to the primary logo mark in some way.

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Comments:

Comments:

-Inspirations for the price tags come from interstate signs and tire skids on race tracks. The expansion of my color palette was a huge factor in improving these designs and their versatility.

-The name tag follows the same shape and visual hierarchy as the logotype within the badge.

-The business cards are meant to be representative of two sides of the business: the mechanical/ service focused side and the professional/ sales based side.

-Depending on which part of the business needs to be represented different logo marks and visuals can be used.

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Comments:

Comments:

-Inspirations for the price tags come from interstate signs and tire skids on race tracks. The expansion of my color palette was a huge factor in improving these designs and their versatility.

-The name tag follows the same shape and visual hierarchy as the logotype within the badge.

-The business cards are meant to be representative of two sides of the business: the mechanical/ service focused side and the professional/ sales based side.

-Depending on which part of the business needs to be represented different logo marks and visuals can be used.

Kate Schmidt VISC 204

Comments: -The signage will be revisited to create a very versatile system.

-There are plenty of options for what marks and visual can be applied to company trucks and other vehicles.

-“Pit Crew” jumpsuits are yellow for high visibility and use a tire tread symbol to imitate the typical vertical stripes on racing apparel.

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Comments: -The signage will be revisited to create a very versatile system.

-There are plenty of options for what marks and visual can be applied to company trucks and other vehicles.

-“Pit Crew” jumpsuits are yellow for high visibility and use a tire tread symbol to imitate the typical vertical stripes on racing apparel.

Kate Schmidt VISC 204

Kate Schmidt VISC 204

11.24 Exploration of Brand Applications

Kate Schmidt VISC 204

Kate Schmidt VISC 204

11.24 Exploration of Brand Applications

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Kate Schmidt VISC 204

12.1 Continued Applications and Refinement

Kate Schmidt VISC 204

Kate Schmidt VISC 204

12.1 Continued Applications and Refinement

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Kate Schmidt VISC 204

12.3 Final Push My Final Deliverables!

Kate Schmidt VISC 204

Kate Schmidt VISC 204

12.3 Final Push My Final Deliverables!

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Brand Board

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Brand Board

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Brand System Images

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Brand System Images

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Brand Application Board 1

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Brand Application Board 1

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Brand Application Board 2

Kate Schmidt VISC 204

Kate Schmidt VISC 204

Brand Application Board 2

Kate Schmidt VISC 204

Kate Schmidt VISC 204