AutoSense is a New Zealand company specialising in safety solutions for heavy and light vehicle commercial fleets through online driver training modules, simulator training, and fatigue and distraction prevention. AutoSense had outgrown its existing brand and needed a brand refresh to support the recent growth of the business.

AutoSense partners with many industry suppliers to bring cutting-edge products to the New Zealand market. They preferred a refined approach that would meet their goals for the rebrand while nurture brand equity and supplier trust that had been established with their existing brand.

The original logo was disjointed and not particularly readable. The solution; simply - refine the typography used in the logo typeface and simplify the icon. The result is a more cohesive, recognisable logo that can support the growth of the business, yet still retains its form and connection to the past.

We then focused on typography to blend the old and the new, and a fresh colour palette, that takes inspiration from the traffic light system - a subtle nod to the key purpose of the business.

A refined logo, modern typography, and fresh colour palette tie the identity together and produce a brand that is fit for purpose of a growing business.