Case study
brand identity
PEAK AUTO SPA

A modern parking garage with four parking spaces outlined in yellow and gray, marked with yellow lines and bordered by yellow caution strips, illuminated by LED ceiling lights.

Context

It's a new business.
A premium car wash in Cluj-Napoca, that offers a few extra services, compared to the standard ones.

It was a project for Franc Agency, as the car wash is their client.

Objectives - business needs

The requirement was to create the visual brand identity (logo, color palette, fonts, brand manual), along with a few final materials for use (flyer, outdoor billboard, indoor pricing board, and a promotional card).

The client already had the name.
And for the logo, they had come with an existing proposal, that besides incorporating the name, also featured a mountain as a logo symbol.

In the end, we settled on an icon version, that combines the mountain symbol, with a minimalist water symbol—a drop.

Logo for Peak Auto Spa featuring a minimalist icon of praying hands inside an oval above the text 'PEAK AUTO SPA' on a dark background.

starting point

Logo

Brand guidelines document cover for Peak Auto Spa featuring a modern interior design of a car wash with yellow, black, and gray color scheme, and a large white logo overlay.
Presentation slide with dark background, showing the PEAK AUTO SPA logo with a stylized water droplet and arrow symbol, along with text indicating logo placement and branding guidelines.
Design guideline slide for Peak Auto Spa logo, indicating secondary logo size and placement instructions with a white logo icon and text on a dark gray background.

Icon

A brand guideline slide showing an icon of a water drop, which contains a mountain peak inside, and explaining that the water drop is a symbol for water, mountain, and peak of a mountain, used for the feature of a car wash service.

Is the symbol for a water drop.

To be used only in this position, because in other positions it could communicate something else, like the symbol for location.

Inside the water drop, is the symbol for mountain, and the in same time, is associated with the peak of a mountain.

PEAK AUTO SPA is the place, where your car receives all the services needed, beyond washing.

In the same time, is the peak of quality.

Brand colours

An informational slide about brand colors showing a yellow background with black and white text, and color codes for primary color pale yellow, including HEX #F9F06B, RGB 249,240,107, CMYK 2,0,57,2, and PANTONE 100 C.
An infographic showing different logo color versions for PEAK AUTO SPA brand. The left side has a white background with the logo and text, the middle displays a white car in a car wash with a dark blue logo, and the right side shows a black car in the rain with a yellow and white logo.

Typography

A presentation slide titled '3. Typography' explaining font styles including bold, italic, semi-bold, medium, regular, light, extra light, and thin in both plain and italic forms, with textual instructions and examples in Montserrat font.

Picture mark / icon role in graphic design

A simplified version of the icon, the simple water drop filled inside, can be used in design.

Graphic design comparing a simple water drop icon with a filled interior to a solid white water drop icon on a dark gray background.

Stationary examples

Graphic design poster for Peak Auto Spa demonstrating stationary water drop graphic elements. It features a person polishing a car with a yellow sponge, with text promoting car care services. The poster includes English and Romanian text, with bold h
A man wearing a black T-shirt with yellow text 'Marius' on the front and a white water droplet graphic on the back, standing against a plain background. The front of the shirt has placeholder text in Romanian 'fac spuma să conțez' inside a large whit
A stack of black business cards with a yellow droplet logo on the front. One card is shown overlapping the other, with contact details and the Peak Auto Spa logo visible.
A sleek black business car with branding and guidelines for stationary examples. The image emphasizes that each picture counts, with text in Romanian, "Fiecare pictură contează," and features the Peak Auto Spa logo and a water droplet icon.
Display board with two posters. The left poster shows someone cleaning a car with a sponge, with a yellow banner that says 'Use your time wisely for what really matters' and a logo at the bottom that reads 'PEAK AUTO SPA'. The right poster has the te
Three folded paper flyers for Peak Auto Spa lying on a gray surface. The first flyer advertises a 25% discount on all services, such as cosmetic polishing and interior cleaning, with the Peak Auto Spa logo at the bottom. The second flyer has a yellow
A vertical branded poster for Peak Auto Spa with text that says, "Use your time wisely for what matters. We take care of your car," alongside an image of a person polishing a car, with the brand logo at the bottom.
Advertisement for car washing and auto services with an image of a silver sports car divided into clean and dirty halves, and text in Romanian and English promoting washing, underground parking, and auto spa services.