CAA South Central Ontario
Brand Standards + Illustration + Visual Identity
Harmony in Design: A full visual brand standards package for CAA South Central Ontario
CAA South Central Ontario (CAA SCO) is Canada’s largest not-for-profit automobile association and one of Canada’s most trusted brands. CAA SCO’s visual identity is built on their heritage of more than a century of keeping Canadians safe. In 2019 Overdrive was tasked with implementing a brand refresh, to modernize and finesse the CAASCO identity. We established design rules and standards, and compiled them into a Brand Playbook, making sure the standards were an understandable and replicable resource for internal teams, external partners, and stakeholders, empowering them to effectively communicate and represent the CAA SCO brand in a visually coherent manner. The Brand Playbook ensures CAA SCO will maintain a consistent visual identity that aligns with the organization’s core values and lines of business, enhances brand recognition, and fosters a cohesive brand experience for years to come.
While the central assets (CAA logo, colours and font) were retained, many other aspects of the brand were touched in the refresh. The Playbook includes guidelines and standards for the usage of logos, colours, typography, imagery, illustrations, animations, and other visual elements across various communication channels.
Visual Identity, Brand Expression, Brand Standards, Collateral Design, Icons, Illustrations and Animations
Overdrive Design: Creative, concepts and design
Visit the website: www.caasco.com
All Roads Pattern
Toolkit: Lines of Business
Each of the four lines of business have a variety of visual tools at their disposal, including feature colours, patterns and iconography. The icons are grouped into six categories: general, LOBs and Advocacy. Patterns and symbols are used as accents to complement photography and illustration.
Iconography: Category and Colour
The icons are divided into six categories: general, LOBs and Advocacy.
The illustration style we developed is compatible with the icon style, allowing the design team to leverage the icon library to build out larger and more complex scenes to deliver the message effectively.
One shape expressed many ways (note how limited palette is able to express many skin tones without having to deal with the intricacies of many shadeswithin natural skin tones).
Simple elements expressed many ways
Perspective and Details
Body and Scene Studies
Illustrating the Art of Lifestyle
Once the illustration style was finalized, we created a number of brand illustrations that embody the essence and values of the organization. The illustration themes span a wide range of subjects to reflect the diverse lives of their audience, acknowledging and celebrating the unique experiences and backgrounds that shape their individual stories.
Outdoor Life Illustration
We were entrusted with the task of creating an outdoor life illustration that captures the essence of the joy and excitement people experience while engaging in outdoor activities. By depicting the fun and vibrant moments associated with outdoor activities, the mural aims to create a positive and uplifting atmosphere, enhancing the overall environment and inviting viewers to participate in recreational pursuits. Furthermore, the mural serves as a visual representation of CAA South Central Ontario’s commitment to promoting an active lifestyle and the appreciation of the great outdoors, ultimately contributing to the well-being and happiness of the community.