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Chemistry - Strategic Brand Formulation

Client: RAC

Project: Signage


RAC required a signage system to identify their new Auto Service centres.

Chemistry recognised that the RAC logo closely resembles a hexagonal nut. Grasping this opportunity, we combined the nut-like logo with one of the most familiar metaphors of auto service – the mechanic’s spanner. The resulting pylon stands an impressive six metres tall.

RAC Signage