• Tires Plus Logo

Client:Tires Plus

Date: 2018-2021

Type:Integrated Brand Campaign

Tires Plus needed to evolve and reposition for growth — executing against its brand mission: to be the most trusted provider of tires and car care in every neighborhood. As a 50-year-old brand in a crowded aftermarket space, Tires Plus needed to modernize to signal capability with ever-more complex vehicles, while simplifying the brand to scale consistently across every touchpoint. The new identity honors its heritage while delivering a clean, timeless design.

The Solution: Stay In Your Lane.

The Tires Plus logo had evolved incrementally over 50 years, retaining the same aging Art Deco typography — with its inline engraver cuts — and a slashing five-color tire tread graphic. Legibility was suffering in digital spaces, and replicating the mark across mediums had become tedious due to its complexity and era-specific styling.

After producing hundreds of candidates and refining them to a handful of the strongest contenders, our collaboration with the brand team and consumer testing revealed that a completely new logo direction — however compelling — wasn't the right solution. The answer was to preserve the overall structure and integrity of the original while introducing a custom modern sans serif, a standalone logo mark, and meticulous refinements throughout. The final logo was a resounding success for BSRO, propelling the brand forward at a pivotal moment when trust and recognition are everything.