The target audience for this automotive aftermarket parts brand is 16 to 36 year old males from North and South America. The general idea I went for when creating this brands styling was to inject much of the personality of the target audience. The concept I strived for was something robust and dynamic with outdoor and textured elements while maintaining a modern and premium aesthetic.
The bold and boxy typeface and tight letter spacing of the wordmark implies sturdiness and strength. The shield-like symbol in the center ‘AR’ mark is representative of security and protection. The circular element is representative of the brand having everything you’d need to get your vehicle across "all roads".
