ADDON Sub-brand Logo

ADDON is a sub-brand of ADD that provides professional roadside assistance services for vehicles throughout Vietnam.

Before we begin creating, we at B&A spend some time researching the industry and the brand’s art direction. Then, at the next meeting, we can quickly go over everything and decide on the art direction before we start creating, which will speed up the process and perhaps reduce the work for the designer.

Because ADDON is a sub-brand of the main ADD brand, the customer prefers to preserve the original “ADD” logotype while adding the extra “ON”. However, we decided to provide the client with other choices if they changed their mind.

Just like any other logo assignment, I’d spend some time browsing through all of my typefaces and selecting a few that I think will work well with the brand. ADDON is an RSA brand, thus I choose typefaces that appear professional, trustworthy, and secure.

I decided to associate the ADDON logo with the primary ADD brand in this initial alternative. I chose to incorporate the road image into the logo because the primary service provided by the company is roadside help, and according to the brief, the word “ON” implies that they are constantly on the road.

According to the brief, ON in ADDON also refers to a power button, with the statement “we will help you restart and get back on the road as soon as possible”.

After presenting to the client, they choose the road option with the ADD logo. Then my next step is to refine the logo.

Finally, after choosing the final version to present to the client, I’ll put the logo on a grid and make some final adjustments.

The colour I picked for ADDON is based on two things. First is the ADD colour and second is the brand archetype (the caregiver).