New visual identity for Super Dæk Service

The Challenge

In 2018, Super Dæk Service wanted a new visual identity, that would reflect the company’s goals and high ambitions for the year to come. They also wanted to strengthen their position as one of Denmark’s largest chains in tires and auto repair shops. In a market with many and big competitors where online dealers are winning market shares, the position had to enhance Super Dæk Service as an active player in the market. The new visual identity should also focus on the company’s high quality and service across the 63 departments all over the country. 

The solution

The solution became a comprehensive visual optimization where everything from font to logo to colors was renewed. The company now has a visual identity that signals seriousness and credibility by using darker pictures and colors and where the mechanics have gotten a central role in all materials that is used online. 

The logo was not a new 180 degrees’ solution, but a brush-up of the previous logo. The new logo is more streamlined, especially with speed in the tire that enhances the company’s focus on quality and professional competencies. The logo can also be used in the different Nordic countries because æ has been changed to ae. That also means that Super Dæk Service now can get consistency in the visual communications across all Nordic countries. 

To support the communication, the tagline ‘Sådan’ was created to use both online and offline. ‘Sådan’ emphasizes the service, Super Dæk Service can deliver as it also tells that is it not difficult to have a car, if you are a customer at Super Dæk Service. It is easy and always with the customers in focus.

 Heyday has also delivered new design and UX to the website, that is not yet fully implemented. Though, all pictures have been renewed with new and darker materials. Everything from font to icons to photos is now creating the new Super Dæk Service universe. The new visual identity is also being used in the communication on social media, online banners, and print materials.

 Besides, Heyday has developed a brand manual, design manual, pay off, film introducing the new universe to internal use, and much more.