AMJ is a family-owned tire company with deep roots, facing the challenge of modernization. The objective was to revitalize the brand's identity while preserving a strong connection to its history, particularly to its founder, affectionately known as "Arturito."

The primary challenge was to integrate four distinct elements into a cohesive logo mark:

The company name (AMJ).

The founder's nickname (Arturito).

The core business symbol (a tire).

A cherished image of the grandfather.

The design process aimed to translate this rich, human history into a modern and reliable visual identity.

The Logo Mark: I crafted a distinctive logo that strategically highlights the "Arturito" nickname, emphasizing the personal touch behind the business. The founder's beloved image was simplified and vectorized to preserve its essence while ensuring scalability and simplicity. The final logo successfully blends these elements, telling the brand's story at a glance.

Typography & Voice: The main wordmark was inspired by the typography from the signage of the grandfather’s first tire workshop, anchoring the brand in its legacy. The chosen font family conveys firmness and security, balancing the friendly tone of the "Arturito" sub-mark.

Color & Mood: I developed a retro/vintage color palette that evokes experience, trust, and tradition. This palette gives the brand an approachable yet established feel, setting it apart from sterile, modern competitors.

The resulting identity is a harmonious blend of old and new. The brand now communicates with a clear, friendly, and experienced voice, projecting both a personal touch and professional reliability.

The complete identity system includes:

Four versatile logo variations for diverse applications.

A defined retro/vintage color palette that conveys heritage and trust.

A robust typographic selection that reinforces the brand's identity.

This ensures the AMJ / Arturito brand is well-equipped for modern markets while honoring the family legacy that defines it.