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Morgans Customs & Classics (MC&C) is a classic vehicle importer and exporter. If it's retro, unique and a little bit quirky, they're dealing in it.
To distinguish the business in a sea of drab auto dealer brands. It needs a to match its unique proposition and personality whilst maintaining an authentic edge; to appeal to clients in the same way as the vehicles do - something idiosyncratic.
Through a mid-century inspired set of illustrations and paired typography, the resulting identity is extremely flexible in application.
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Core to the identity is Maurice, the junkyard dog. Based on the founders British Bulldog. Maurice injects an additional layer of fun and humour into an unconventional brand identity - one that's as unorthodox as the business it represents.
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There is no set logo. Instead a series of interchangeable illustrations are use where application dictates. The visual language draws inspiration from mid-century auto shop and spare part graphic design mixed with the upbeat attitude of 50's greasers.
These mini-logos offer a fresh take at every touchpoint - from social through to merch.
These mini-logos offer a fresh take at every touchpoint - from social through to merch.
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Typography is influenced by classic hand signwriting. The headline font is purposely badly kerned to give it a hand crafted feel. This is paired with a characterful brush script that helps counterbalance the heaviness to the sans serif.
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