We wanted to position Toledo in such a way that made it stand apart from the other brands in the market because of its unique personality and looks. Creating recall was one of the primary tasks as it was a new brand and needed to establish itself as premium and trustworthy.
The brand's personality would revolve around grit and be symbolized using noise in the stylized pictures and tyre marks as elements. Unrelenting persuasion of goals and dreams while not compromising on comfort and style.
Keeping expansion in mind, the Logotype and symbol had to accommodate the brand's future endeavors into other sports and premium categories.
