Performance Dynamic

Performance Dynamic

-Rebranding-

Performance Dynamic is a BMW repair and aftermarket performance shop with factory trained technicians that pride on delivering their customers with high quality service.

challenge

My client made it clear that he wanted a universal design that could be used around the shop, while maintaining the previous logo’s color scheme. He emphasized on a new sign and products to sell. With those instructions in mind, the new logo needed to reflect the quality of craftsmanship that Performance Dynamic has to offer, as well as the approachability of being your go to shop for any BMW needs.

Inspiration

The concept of a moving vehicle was embedded in my head during the rebranding process. I knew right off the bat that I needed a design which portrays movement within. I wanted to retain the essence of BMW’s performance stripes and create a monogram catered specifically to Performance Dynamic. Motion is an aspect that I wanted to convey within the new logo since this is a shop dedicated to automobile performance.  

Final designs & alternate logos

After numerous design explorations and going back to back with my client. I ended up with a simple monogram that incorporates movement by italicizing the font, giving it a directional pull just as a car would when in motion. I retained BMW’s performance stripes to symbolize that Performance Dynamic is a shop dedicated to BMW’s and drop a shadow to add depth to the logo.