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DRiV Automotive
In 2018, our client, Tenneco, acquired Federal-Mogul, a leading global supplier to original equipment manufacturers within the automotive aftermarket. My team and I were tasked initially with renaming the company and DRiV was selected from dozens of names. Next up, the logo design.
The black, red and silver logo is connected to a rich heritage of performance. The overall design is confident with a circular shape that evokes a tachometer, representing speed, strength, and pushing boundaries. The uniquely styled letters that form the company name are clean, dynamic, and forward-leaning. In the logo design, the DRiV name incorporates a special character for the “i” that has multiple meanings. It can be read as a letter “i” which also represents integrity, innovation and insight. And it can also be read as the number “1,” which implies “our one team.”
The end result was a brand essence that spanned every touchpoint.
ROLE: CD/AD, Graphic Designer, Director