ADASA

Background

ADA specialises in experiential driver development through a driver academy, vehicle launches and related corporate events. Click here for more info on ADA.

Task at hand

ADA has illustrated significant growth and needed a new CI that was indicative of the new heights that the brand has achieved.  The new CI also had to be translated onto their marketing material and website.

Outcomes

As ADA already had a following of note, Red Herring Studio proposed an evolution of ADA’s current logo, instead of a complete redesign. As such, a number of the original elements were retained, but just evolved, to ensure that existing clients still recognise it.

An additional element, namely a triangle, was also added in the equation, to make it possible to easily differentiate ADA’s sub-brands, whilst always maintaining the connection to the mother brand. The triangle is a symbolic reference to the three founders, the father and two sons, who are also the anchors of the business.

In addition, a slogan was created, which is made up of three words that apply to any one of the sub-divisions of their business: participation, experience and memories. The theme of the triangle is carried through by separating these words with small triangles. In addition to the three founders, the triangles relate to a compass, which in turn symbolises direction and movement.

Apart from restyling the logo and CI, Red Herring also redesigned ADA’s website and social media pages, as well as a host of other marketing material, to align it with the new CI.