— PROJECT NAME
Goodyear Auto Service
— ROLE
Brand Identity
Art Direction
Icon Design
Rooted in Goodyear’s legacy of trust and expertise, we crafted a distinctive brand identity for Goodyear Auto Service—one that stands apart in the category while building on the masterbrand’s reputation for quality and high standards.
The updated GAS visual system pairs a vibrant, modern palette with a soft, approachable typeface set in sentence case—cutting through a category dominated by bold caps and italics. A custom, tiered iconography system brings cohesion and clarity, functioning as a modular design tool that scales effortlessly across formats while infusing personality and reducing reliance on copy.
Movement is core to the brand’s DNA, so the graphic system is built to reflect that—using road-inspired visual cues to direct focus and naturally introduce motion across applications. Photography anchors the identity, with six curated categories—tires, vehicles, people, service, CGI and aerials—designed to create depth, consistency and a distinctly ownable visual language.
