logomark
charity fleet alliance
Charity Fleet Alliance is a sub-brand of Charity Fleetcare that collaborates with a network to secure better terms from vehicle suppliers, lease finance firms, and fleet service providers to charities and not-for-profits. They came to me recently to create a logomark they could use to differentiate from Charity Fleetcare but still represent it.
the idea
Since they are a charity that helps with vehicle supply they wanted to represent that in the logomark. I went through several iterations, trying to hint at vehicle references in the lettering or heart icons to represent charity. In the end, we worked with the existing Charity Fleetcare icon to create an ‘a’, this helped link it back to the parent brand, whilst giving Charity Fleet Alliance its own identity.