Project Overview
GRAPHEK partnered with NAPA to conduct an overhaul to their branding. After a comprehensive brand audit, a cohesive system that allowed for stronger brand recognition and engagement was created. A refreshed logo, a variety of sub-logos, and a library of graphic assets were delivered to set the foundation for future brand equity.
BEFORE
AFTER
During the initial research and review of NAPA's history, it became evident that there was a strong connection to the road as a visual. As a result, the new logo flips the road showing it moving forward and brings the color black from the asphalt into the logo to give it more prominence, adding a strong visual presence. The green, a historically significant color for the organization, was selected specifically for NAPA.
The cohesive and interdependent system of sub-logos complements the main logo and they are utilized in many different use-cases. The sub-logos retain the same color, tone, and style of the main logo strategically providing an opportunity to effortlessly create new sub-logos in the future.
The newly established brand uses custom patterns that were developed to echo aspects of road markings. The elements were thoughtfully created not only for small scale use, but also flexible enough to use as larger visual elements. Motifs are used to help tie the brand together using distinctive design elements that pair well with a combination of patterns and images, and that can be adapted across a span of collaterals.
GRAPHEK created a refreshed and cohesive branding with elements that form an impactful brand presence. The brand system allows for a variety of application usages that will remain fresh for years to come and allow NAPA to build on their brand while maintaining a strong visual thread. GRAPHEK also produced comprehensive and clear brand guidelines to help maintain the consistency of that visual thread.
By effectively listening to and engaging with our interdepartmental staff team, GRAPHEK’s creative strategists humanize and demystify design. Their branding process is accessible, enlightening, and strategic. Informed by our association’s data and goals, along with landscape analysis, GRAPHEK leverages this thoughtful process to deliver impactful brand identities and systems. I am equally
wowed by their creative genius, attention to detail, and instructive guidelines that make
implementation easy and enjoyable."
BILL ROWAN, SENIOR DIRECTOR, COMMUNICATIONS & MARKETING AT NAPA
