Ascari

Ascari Finance puts its consumers at the forefront of their business, providing car finance you can actually afford. We approached the branding with this ethos in mind. 

We used two blocks leaning and supporting one another, representing support and strength. The emblem also resembles the first letter in the greek alphabet — Alpha. Alpha is also the first numerical, which stands in line with the company’s ethos of delivering world-class customer service and being the number 1 place in educating people about car finance.

We selected a font that showcases a superior feel, a decorative but strong font that would sit alongside the strong monogram. The deep purple colour scheme was used to communicate loyalty and sophistication visually. The colour purple is often associated with royalty, luxury, power, and ambition. Purple also represents meanings of wealth, extravagance and creativity across all visual languages so that it would sit perfectly within the brand language 💜