AKUMULATORI BG - Brand Identity System

AKUMULATORI BG is a company that sells and services automotive batteries. It was born in 1997 in Sofia, Bulgaria, and is well-known for its hand-picked product selection and professional services. The company founders believe that product variety and good customer service are crucial for any retail business.
AKUMULATORI BG translates to BATTERIES BG, where the BG is Bulgaria's ISO country code and the country code top-level domain. The company's tagline means THE BATTERIES OF BULGARIA.
Our challenge was to refresh the brand's visual identity and reposition it as the automotive batteries leader. We had to differentiate AKUMULATORI BG from its competitors and make it look up-to-date.
We worked to create a new strategy-based identity that demonstrates the brand's personality. Keeping the original idea of the logotype was crucial, but we had to reimagine it, the symbol included. In addition, we added a secondary logo for the tagline and slogan to spread the brand's message.
Choosing a unique color palette for the automotive batteries market was necessary for building a recognizable brand. We chose fluorescent green and added low-key backgrounds for contrast. Both are unused by the brand's competitors, while the target is proven to feel happy about low-key, tech-looking visuals.
Another addition to the AKUMULATORI BG's arsenal was the technical-looking typography. The brand uses mostly oversized, capitalized text and a specially developed Bulgarian Cyrillic version of the main font.
The logo, typography, and layout rules represent the brand's most important assets. We use these rules for determining the logotype size, the margins of each page, and all typography sizes. We set all other visual elements based on our logo's size.
Finally, we designed technical drawings, pictograms, patterns, specific imagery, etc. The technical elements demonstrate the brand's expertise in automotive batteries and have an educational purpose.