Auto logo - Intense Performance racing car parts.

Behind the Design Scenes: The logo for Hi Performance - (a hi-end auto parts and after-market accessories supply house) started off as a typical auto project (we have done a few over the years) - the client wanted some icon or image that reflected their business. Often, however, adding a plethora of auto parts to a car related logo can give end up with a hodge-podge appearance, or worse (shudder) a logo that looks like clip art (or designed on the fly as a logo template from some nondescript design firm). To avoid this, our designers took a sampling of car parts, carburetors, spark plugs and the like, and simplified them down to basic shapes and elements. The simpler the better (as opposed to our trademark illustrative logos).

One such icon was the air filter/breather pictured here. It was selected as the primary focus of the design - and now it needed context. For that, our designers paid homage to the flames often seen on the hoods of hopped up street racers - (our particular favorite was the 70's era Pontiac Trans Am). A nifty font was customized (and warped around the icon) - using tattoo like imagery.

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