Fox Cares
Branding Design
The vision of Fox Motors is “working together moving people throughout life.” The primary focus as a Fox Family is finding ways to give back to our customers, community and employees as a team.
This has always been an integral part of how Fox Motors has run its business, knowing that investing in not only its customers but also its employees and community is the way to create lasting relationships. In 2019 Fox Motors chose to make these efforts more organized, visible and consistent across all of the markets now served within the whole Fox Motors Group.
In order to push these initiatives company wide, Grace was tasked with creating unique branding to be used in all events, appreciation days, and community partnerships.
The Options.
The first round of design options were presented in sets, since the plan for this internal company program to have three components (or “pillars”) including:
Customers
Community
Employees
View each set below to see not only how the Fox Cares logo would display by itself, but also how it would be adapted for each of the three variations.
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Design Option 1
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Customers
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Community
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Employees
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Design Option 2
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Customers
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Community
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Employees
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Design Option 3
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Customers
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Community
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Employees
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Design Option 4
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Customers
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Community
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Employees
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Design Option 5
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Customers
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Community
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Employees
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Design Option 6
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Customers
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Community
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Employees
The Winning Choice.
After the first round of options was presented, Fox Motors directors and President chose the following design as the favorite option:
However… they asked to see the “Fox Head” brandmark included, so the logo could not be mistaken for any other business named Fox other than Fox Motors. Options for how the Fox Head might be incorporated are shown in the image below:
The Final Logo.
Option one above was the favorite by most involved in the decision making, with the heart seeming to represent the Fox’s tail wrapping around the caring words. Unfortunately, one comment from a director swayed the company away from this choice because the curve was instead seen as the rear end of the Fox.
In the end, option two became the final choice!
