RAC Motoring Services has set up a new pan-European car rescue company called Fastrac with an identity by Brown Inc.
The consultancy was briefed to create an identity which could spearhead RAC’s drive to secure a large slice of the 3bn which the European motor insurance market generates every year. At the same time, the identity also had to ‘work for RAC’s European partners in the venture’, says Brown Inc director Peter Hollingsworth.
‘The name was chosen after it had been successfully researched in Germany, Spain and the Benelux countries where the service is to operate,’ says Hollingsworth. ‘The typeface and crown of the existing RAC logo would not have been appropriate for a partnership in Europe, but Fastrac works well because it contains the letters R, A and C and refers to the parent company subliminally.’
Brown Inc created a logo which was ‘contemporary and not only captured the essence of the vehicle assistance products, but also portrayed the vision and
perspective of RAC and its partners’, says Hollingsworth. He emphasises that the Fastrac logo displays a sense of purposefulness on the road and suggests forward movement.
Technology was a major factor in winning the work, says Hollingsworth. ‘We offered RAC creativity driven by today’s technology, so when they wanted to see what the logo would look like on each country’s fleet of vehicles, we rendered it digitally to show them.’
The identity will be implemented on vehicles in Germany, Spain and the Benelux countries, as well as on literature, stationery and signs.