A visual identity project for SuperTire, a tire dealership based in Yopal, Colombia. A homage to handcrafted metal service station signs. Its identity was built using different tire tracks that together reveal different shapes for the logo.
The past revisited. Highly contrasted, the identity relies on two complementary colours that blend with white. A contemporary gothic type was chosen, one looks to the past from a present point of view, with a clear masculine feel. The stationery takes advantage of these design decisions and revisits traditional paperwork and its production, like the receipt book, bringing together a vintage feeling with thoughtfully designed pieces.
Design Direction: Juan Pablo Mejía / Design: Nicolás Galeano & Juan Pablo Mejía / El Monocromo / 2013