An Opportunity:
As the distributor of Volvo in Lebanon, the new identity needs to retain its luxury positioning while appealing to a more youthful audience who are exposed to many youthful luxury brands. The initials of the group's name give us an unique opportunity to create a classic and yet dynamic lettermark from the similar shapes and movement of its letters, 'g' 'a' 'a'
Inspired by the cross-section of an engine, a bespoke lettering was created that rotated and adapted to form an intertwined 'g.a.a'. Four strokes in total make up the logo/lettermark. These strokes serve another purpose in close-up, where they become part of the visual language — a pattern of forming paths and roads. Variations in composition separate showroom and corporate use.
