The identity was created following research into the automotive sector and the company's activity within this sphere. The information and knowledge gained was combined with an emotive flair to form a unique marque that sits comfortably within the automotive sector but is not intended to challenge the hero nature of the auto-brands themselves. Importantly the identity also had to reflect the emotional ethos of the brand - precision, experience and professionalism. The multi-layering of the marque is a reflection of these values merging to form a cohesive and smooth model and appearance. Combined with a cool and controlled colour palette and a typeface that echoes the motion of the marque, the final identity answers all the requirements of the brief.