I was commissioned to create a new logo for Hensman Automotive, to reflect the high end, exclusive service they provide to their clients. The logo would be widely used in a range of applications across the physical showroom, on vehicles themselves, and across digital platforms. It was carefully designed to feel modern, trustworthy, professional and high end – while looking appropriate for the automotive industry.
Case Study
Opportunity
In luxury automotive, first impressions happen at speed. The identity needed to project high-end service and absolute professionalism across a showroom environment, vehicle livery and digital touchpoints—reading instantly in motion and at rest.
Objectives
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Create a modern, trustworthy mark suitable for large signage, paintwork, glass and small digital uses.
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Ensure immediate legibility at distance and at small sizes.
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Deliver a disciplined system (lockups, variants, usage rules) that keeps execution consistent across physical and digital applications.
Insight & Strategy
Automotive audiences read confidence through precision and restraint. We focused on a geometry-led wordmark/mark combination with clear silhouettes, balanced spacing and forms that remain crisp on reflective surfaces (gloss paint, glass) and textured substrates (embroidered apparel, interior signage). The tone: engineered, contemporary and unmistakably premium.
Identity Solution
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Mark & Wordmark Architecture: A streamlined symbol and refined typography tuned to create a single cohesive silhouette—optimised for quick recognition on vehicles and fascia.
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Scale & Contrast: Defined minimum sizes and high-contrast, single-colour/reversed variants ensure clarity from showroom displays down to favicons and small badges.
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System & Applications: Horizontal and compact lockups; guidance for vehicle livery, window vinyls, wayfinding, uniforms and digital assets so the identity deploys cleanly day-to-day.
Competitive Edge Now
Compared with generic category marks, Hensman Automotive presents composed authority: a modern, finely spaced logo that holds its shape in motion, carries weight on signage and reads cleanly on screens—reinforcing a high-service, high-trust promise.
What This Enables
A consistent presence from showroom to street to screen; confident rollout across vehicles and environmentals; and a scalable foundation for future campaigns and digital growth—without losing the engineered, high-end character.
You can see the new logo in action in the social reel below, and images of their showroom;
