Auto Bilalli

Auto Bilalli works in a trade whose visual language is exhausted. Almost every workshop and dealership reaches for the same handful of pictures — a wheel, a wing, a silhouette of a car — and the result is that none of them is remembered. The brief was a mark that reads as motoring without drawing a vehicle at all.

• Social Media Management
• Logo & Brand Identity

The answer came from the dashboard rather than from the bodywork. A gauge needle sweeping through its arc is the one shape in a car that everybody recognises out of context, and it happens to sit at the same angle as a capital I. The mark was built on that coincidence: the meter and the initial are the same drawing, and it is only on the second look that you see both.

The logo carries the letter and the instrument at once, which is what makes it worth looking at twice, and it holds at the sizes the trade actually uses — a workshop sign, a vehicle door, a profile picture. The identity was then carried through the social channels the business runs day to day.