Duckworth Motor Group

Brand development

Background

The Duckworth Motor Group is a well-known, established Lincolnshire-based business that has enjoyed a long and successful association with the Land Rover brand.

The company expanded to incorporate other brands and franchises and is now an authorised dealer for Jaguar and Isuzu.

The Brief

Duckworth commissioned TJS to design and develop a brand that would complement and work in harmony with the main dealership logos, reflecting the modern company while referencing their own history.

The brand needed to act not only as an umbrella brand over Duckworth Land Rover, Duckworth Parts, Duckworth Isuzu and Duckworth Jaguar, but also reflect the enduring family values of the third-generation business.

The logo and branding had to adapt across the company’s diverse product ranges and echo its ability to respond, react and expand to market and customer driven needs.

Our Solution

The TJS design team created a set of four logos, colour-coded for each of the Duckworth sub-brands, which reflected the sophistication of the company and the luxury of their car brands. The logos and branding were then used to develop a range of stationery including letterheads, business cards and compliment slips that illustrated the day-to-day look of the Duckworth brand.

TJS also developed a series of simple line illustrations of the brands that the Duckworth Motor Group is associated with, to be used for merchandise and branded publications.

Digitally, the website needed to focus on the Land Rover brand, adhering to its brand guidelines, so TJS replicated fonts and colours and designed all new icons in line with the guidelines. We also created an in-depth set of brand guidelines to ensure that, moving forwards, the Duckworth brand image could be maintained in the long term.

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