Volvo and Volkswagen of Lebanon

The Project

A Longstanding Lebanon, NH Dealership Redefines its Offering

After 140 years in business, a major auto dealership in Lebanon, New Hampshire had slowly adapted their model to become an automotive service provider for multiple brands.

Looking to match the market trends of the 21st century, the owner decided to return to the core business of selling high-quality cars, focusing on only Volvo and Volkswagen models. The newly named, Volvo and Volkswagen of Lebanon, needed a new dealership logo and brand to match this revised business strategy.

The Need

A Cornerstone Community Business Looks to Modernize

Once an all-encompassing family auto business, the dealership changed its business strategy to anchor itself on two international brands: Volvo and Volkswagen. The auto dealership needed to rebrand itself to clearly reflect their product offering. A cornerstone of the Upper Valley business community, the client wanted their new logo to represent the community they serve, the brands available and their quality service to New Hampshire consumers throughout the 21st century.

The Journey

Drawing from Two Brands to Represent Quality and Community

RYCO Design was hired to help rebrand the company. The project began by researching the two brands that would be the new cornerstone of this business. The Volkswagen logo has gone through several evolutions over time, but always kept the marquee stacked VW letters with a circle outer lay. The Volvo logo represents iron through a classic, bold circular configuration. Both known for excellent quality and craftmanship, RYCO Design was inspired to include elements from these internationally recognized logos, with modifications to represent the Lebanon community.

Finding some commonality across the two, new logo design incorporates the emblem style of the logos and is a refreshed take on the classic blue and chrome color palette, with Lebanon pronounced boldly front and center. It is a clearly defined representation of the modern auto dealership and the community it serves.

The Result

Logo Design Showcases Dealership Excellence

It took only one creative round for the client to approve the new dealership logo, and RYCO Design was able to complete the brand identity in under a month. Excited about their new, modern look, the client wanted to immediately garner some attention. One of the first applications of the new logo was on the dealership shuttle vehicle, which is used to transport customers to/from the Service department.

After completing the new branding, RYCO Design also was engaged to create their signature collateral pieces, including letterhead, business cards and envelopes. The design was structured as a minimal logo that can be easily reproduced on any media or application, including stickers, plates, signage and collateral. The logo design represents the company’s commitment to excellence in the brands sold and the way they do business.