I was commissioned to design and develop the new brand identity for ‘Bspoqe’ (deliberately spelt with a twist on the word in case you were wondering!), a company offering wheel remanufacturing; a term used because the results are so close to a factory fresh condition. How do you create a logo that communicates this ‘good as new’ USP? The logo itself has been designed to look as clean, polished and shiny as the remanufactured alloy wheels serviced – with a metallic finish and filled treatment of the ‘O’, so that it resembles an abstract alloy wheel. Placing emphasis on the ‘O’, together with a clear ‘statement’ tagline, leaves no doubt as to what the company specialises in, and a strong indication as to the level of service they provide.