Quality Over Everything—MFM Performance

New biz
Brand Identity Design
Print Collateral
WordPress Website

MFM Performance, a new automotive shop, needed a brand identity that would stand out in a sea of bland and predictable automotive industry logos.

MFM’s vibe is very laid back and approachable, while still being professional and trustworthy. Their mission is provide high quality, custom automotive work and excellent customer service.

Logo Exploration

The logo encompasses the three owners’ initials, so each letter needed to be of equal importance and emphasis.Since the logo would be slapped all over cars, toolboxes, parts, and other merchandise, we wanted it to be simple and easy to work with, while also being iconic.


As with any brand identity project, tons of hours went into ideation and sketching before taking it to the computer for refinement. After narrowing down to four unique logo options that we felt proud of, the owners of MFM chose their favorite…

Discovering that most automotive brands lean towards a red color palette and typically use checkered flags or other cliche racing visuals, we sought to do something totally different.

So, we went with a cooler color palette, and a minimal and luxurious feel with all of the brand assets.

Maximum Blue Green


C 65

M 6

Y 0

K 19

Rich Black

HEX #101010

C 0

M 0

Y 0

K 94

Light Gray


C 0

M 0

Y 0

K 19

Classic White


C 0

M 0

Y 0

K 0

Mural Process

MFM’s shop is located on one of the busiest streets in the city; so we had a unique opportunity to attract more attention to their new business. What better way to do that than with a giant mural? In fact, the paint colors we used were so vibrant that it still drew attention even at night. 

The mural also acted as a cool backdrop for photo ops. When they finish work on a vehicle, they pull it out of the garage and in front of the mural to take photos for their website and social media channels. It also became a fun spot for their customers (or just people who appreciate murals) to come take photos with it as well.

Brand Collateral

Every asset, from lanyards to signage, was carefully implemented using the highest quality materials to showcase their attention to detail and commitment to quality.

In the Wild

Now for our personal favorite part of every brand identity project: seeing it exist in the wild. It’s thrilling to see how both the owners and their customers use the brand, interact with it, and add personality to it as time goes on.