Searles Auto Repair Brandmark

Started in 1979, Searles Auto Repair is one of the most well-regarded and most-awarded mechanics in Victoria, BC. When Ken Searle retired, one of his employees bought the company.

We wanted to pay homage to the history of the company, and tie in a little nostalgia as well. The logotype was redrawn based on the sign that had been up on the building for years, and was built into an emblem that was meant to make you think of license plates, car logos, and wrenches/bolts.

We also came up with the slogan "Genuine Mechanics" and combined that with fake greasy thumbprints on all their stationery.