Established national brand needs identity mark

Roadworks

Roadworks manufactures stainless steel truck accessories for the trucking industry. Truck drivers spend long hours on the road and many are proud of the trucks they drive. There trucks become a home away from home. In our niche market of aftermarket truck accessories we provide the chrome and lights drivers use to customize their trucks.

B2C
Our customers are primarily male truck drivers that like to customize their trucks. They often add chrome and lights to their truck to make their rig unique. Our goal is to increase the product’s value perception, awareness and appeal through brand marketing.

B2B
Our B2B market is a dealer network primarily across North America but extends worldwide as well. Dealers place orders for customers and Roadworks ships the orders to the dealer. Dealers also place large inventory orders in advance prior to sale. We do not sell directly to the public.

We have already refreshed the font in-house, so the attached font must be used throughout all entries.

Three main objectives & considerations:

1] Identity Mark
We are looking for an identity mark that reflects the transportation industry (semi-trucks), chrome and lighting. I want something that is simple, yet clever and appealing as a brand. Open to all ideas and suggestions. Our product line is referred to as chrome and a majority of our products are made out of stainless steel (aka chrome).

2] Color
Color schemes used within the renderings of each logo entry are an important consideration as well. Our primary color is a royal blue (RGB: #1954a0). We are looking for a few secondary colors to spice up the brand. A color palette should also be apparent within the logo.

3] Placement
The final contestant must consider and resolve the brand identity in a positive and negative placement. For example, what it would look like on a blue background or a white background. The concept must have the ability to be placed in various control areas.

Below are the fonts and a picture of our truck. Have fun and be creative!