A corporate identity for AS Detailing, specialists in car washing and modification, reaching from the primary logo all the way to the vehicle form and speaking in black, red and silver.
AS DETAILING CO. · SALİHLİ / MANİSALOGO · CORPORATE IDENTITY · COLOR PALETTE · TYPOGRAPHY · BUSINESS CARD · VEHICLE FORM · ENVELOPE · FOLDER
CORPORATE IDENTITY SETFolder · Business card · Form · Envelope
01 / ProjectThe brief and the delivered package
Dynamic, innovative, professional.
AS Detailing is a business specializing in car washing and modification.
They reached out to me to create their logo and corporate identity. For the company I designed an original primary logo, a secondary logo, a corporate color palette and a typography system, along with a business card, a vehicle form, a corporate envelope and a folder.
The shared goal of these designs was to highlight AS Detailing's dynamic, innovative character and to bring the company's strong, professional standing in the industry to the fore.
Logo
Primary and secondary logo
A badge that gathers foam, a pressure washer gun and a polishing machine inside a single red ring; beside it, a secondary logo made of lettering.
I built the primary logo around the journey a car takes through the workshop. The foam stands for washing, the gun reaching in from the right for detailed cleaning, and the polishing machine entering the ring from below for compound polishing. The sports car in the middle is where it all leads.
The red ring breaks in two places: the gun's hose and the polishing machine spill outside it. That overflow gives the logo the feel of a workshop in motion rather than a static seal.
Foam
Interior and exterior detailing
Gun
Pressure cleaning, speed
Polisher
Compound polish, ceramic coating
Ring
Protection; paint protection
ASDETAILING
Primary logo
Badge
On the sign, the folder cover, the front of the business card and the envelope. The brand's signature.
ASDETAILING
Secondary logo
Condensed lettering
For horizontal spaces where the badge does not fit: the back of the business card, the front of the envelope, the pocket folder.
Art of Car
Supporting logo
Typewriter signature
A handcrafted accent that sits under the secondary logo and above the name line on the business card.
03 / Color and typeCorporate color palette and typography
Asphalt, alarm, chrome.
I took the palette from the workshop itself: the black of tires and asphalt, the red of a brake light, the silver of rims and chrome. Black carries the background, red the brand name, silver the tools and the car; white shines only in the AS letters and the foam.
HEX #0B0B0BAsphaltBadge background, folder and envelope surfaces.
HEX #FF0000Brake redThe ring, the DETAILING lettering and the thin line on the folder.
HEX #C5C5C5ChromeThe car, the gun, the polishing machine and Art of Car.
HEX #FFFFFFFoamThe AS letters, the foam and the background of the vehicle form.
Gradient on printed surfacesA soft gradient from black to graphite on the business card, envelope and folder covers, as if light were falling from above
Primary logoASDETAILING
Noto Sans Oriya Bold
The wide, sturdy brand name inside the badge.
Secondary logoASDETAILING
Router Medium Italic & Bold
Narrow and tall; for horizontal spaces, headings and the form title.
Supporting logoArt of Car
American Typewriter Regular
With generous letter spacing, a nod to the workshop's craftsmanship.
The samples on this page are shown in the open web fonts closest to the brand's typefaces; the original fonts were used in the designs.
I built every printed surface on a single rule: a gradient background fading from black to graphite, the badge or the condensed lettering on top, and a single red line along the edge. Whether the customer slips the business card into a pocket or opens the folder, they are inside the same workshop.
Business card
FrontBadgeBackServices and contact
Left column
Services printed on the card: Compound polish · Paint protection · Interior & exterior detailing · Ceramic coating
The vehicle form is the hardest-working piece of this identity. It is filled in the moment a car enters the workshop and signed together with the customer. That is why I left the black background out here: white paper, a gray badge and nothing but ink. It is quick to write on, cheap to print and holds up on a photocopier.
02The car from four anglesFront, rear and both side views; damage is marked on the drawing.
03Notes and signatureCustomer and staff signatures, date; the drop-off is on record.
Damage codes (letters as printed on the Turkish form)
GDent
VClear coat peeling
BPaint
KCorner chip
PRust
ÇCrack
Single-letter codes, so they can be jotted quickly on the drawing and read the same way by everyone.
06 / In the workshop and on the roadSignage, vehicle wrap, under real light
From screen to street.
I took the badge off the paper and carried it onto the workshop's facade, the side of the service van and the wall inside. This is where the circular form earns its keep: on a hanging sign or on a van door, it stays uncropped, keeps the same proportions and reads from a distance.
Hanging signExterior facadeVehicle wrapService van
Sign
The anthracite background softens the badge's black in daylight; the red ring stands out from the street.
Vehicle
The van's own black becomes the background; with no separate panel needed, the badge sits directly on the bodywork.
Inside the workshop
The wall sign is lit by two spotlights; customers come face to face with the brand as they hand over their car.
ASDETAILING
AS Detailing Co. / Logo and corporate identity
One badge, one palette, one workshop.
From the business card to the service van, every surface speaks for the same workshop; whichever door customers hand their car over at, they see the same care.
What I did
Brand
2024
AS Detailing Co.
Disciplines
Logo & Identity Design
Primary logo, secondary logo, colour palette, typography and corporate stationery design for a car wash and modification company.
AS Detailing Company specializes in car wash and modification services. When they contacted me to create their corporate identity, they emphasized their meticulous interior and exterior car wash, polishing, and ceramic coating services, which they carry out with extraordinary attention to detail. In line with their request, I decided to create designs that best reflect the company's vision and values.
In this context, I created an original main logo, secondary logo, corporate color palette, and typography, as well as an impressive business card design, vehicle form design, corporate envelope design, and file design. With designs that highlight AS Detailing's dynamic and innovative structure, I aimed to emphasize the company's strong and professional identity in the industry.
Brand fonts: - Primary logo: Noto Sans Oriya Bold - Secondary logo: Router Medium Italic & Bold - Supportive logo: American Typewriter Regular - Body: Noto Sans Oriya Regular
