Mustafa Thomas

ATD is a leader in the tire logistics and delivery industry. While their bread and butter is delivering tires to shops across the country, they have grown a robust set of capabilities in recent years, ranging from a more versatile delivery system that includes more than just tires, to sets of logistics tools allowing tire shops to have a better understanding of their business than ever.

With increased capabilities, ATD needed a brand identity refresh that would better communicate everything they were now capable of doing, without losing their core consumers.

After revamping the logomark we paired it with the tagline ‘Connected Automotive Solutions’ to future proof them against their own anticipated growth.

We built out three sets of icon libraries, two in a more standard icon format with one being dual toned, as well as a custom set of isometric 3d illustrations that can be used in place of photos or larger generic graphics.

The first of the core visual elements of the identity are the ‘Road’ elements, a supergraphic with three different crops to suit the complexity of the design.

The secondary elements is a tire-binary pattern to be used more as a supporting element to the graphics and designs being created.