Element Performance Brand Identity

Element Performance

Brand Identity

Founded by three automotive engineers, Element Performance is a garage that takes an innovative approach to delivering engineering-driven products and services in the UAE.

Objectives

We wanted to elevate Element Performance's design in the world of automotive modification and help them stand out from their competition.

Challenges

Creating Element Performance’s brand identity required subtlety. Targeting narrowly guaranteed impact, but had the potential to exclude customers. It demanded finding the spirit of the brand and its place in the landscape of the UAE.

The Foundation

We tapped into the desires, motivations, and even language of car enthusiasts in the UAE. The most intriguing layer of our exploration was the UAE’s topography; from the towering dunes to the rugged mountain ranges to the cascading buildings.

The Process

The logo embraces simplicity through thoughtful typography. Drawing inspiration from a humble parking space marking, these lines evoke a sense of safety and security for your car, building trust with viewers at a glance. We introduced playful mascots as a communication tool, each representing a performance-enhancing car part which adds a touch of “sass” and aspiration for car enthusiasts.

Image Credits: Team Element Performance

The Final Canvas

Element Performance’s brand identity delves deep into the UAE’s soul. They are not your average garage and we can safely say that this is not your average design system.