Hashman Automotive came to us as a high-end workshop offering car detailing, Paint Protection Film, carbon fibre customisation, and performance upgrades, with a culture rooted in the belief that every vehicle is an extension of its owner's identity. Our brief was to build a brand identity robust enough to live across showroom signage, staff uniforms, vehicle decals, and digital touchpoints while projecting the dual qualities that define the business: raw power and precision refinement.
At the core of the system is a chrome rhino emblem paired with a custom-engineered wordmark whose angular letterforms reference speed and structural strength. The mark operates in three registers: a large lockup with tagline for primary collateral, a compact wordmark for small-scale applications, and a standalone avatar for social and digital surfaces, all governed by exacting clear-space and minimum-size specifications that preserve legibility wherever the brand appears.
The colour architecture places a near-black deep navy (#00171F) as the dominant ground, supported by a sky-blue (#ABDEBFF) primary accent and a deep ocean tone (#003459), with a crimson burgundy and a warm stone as expressive secondaries. A colour distribution graph codifies the proportional relationships, ensuring the palette reads premium rather than loud across every medium. Typography pairs Archivo for headlines, chosen for its geometric authority, with Inter Black and Inter Regular for body copy, while Tajawal carries all Arabic language applications, making the system natively bilingual from day one.
Brand applications stretch the identity across the full arc of the client experience: a dramatic showroom facade clad in the custom graphic pattern derived from the logo's angles, branded staff polo shirts, vehicle window and trunk decals, stationery, digital interfaces, and A4 brochures both print and digital. The graphic pattern, a tessellating motif of the emblem's line forms, provides a rich textural layer that animates facades and merchandise while remaining entirely on-system. Messaging guidelines, including bilingual key phrases and Saudi dialect copy lines, complete a brand document that hands Hashman every tool needed to communicate with consistency and authority.
