Kaitlyn BeckBrand & web designer

WorkBranding, Print

Sturgeon Tire & Sturgeon Auto Parts

Sturgeon Tire and Sturgeon Auto Parts

Two related identities for two businesses under new ownership, carried into signage and a social media launch.

Completed work
Roadside pylon sign at night with three lit panels: Sturgeon Auto Parts at the top, Carquest in the middle, and Sturgeon Tire Auto Service Centre at the bottom.

Project Overview

Under new ownership, Sturgeon Tire and Sturgeon Auto Parts needed distinct but related identities and a clear way to introduce both businesses to their community.

I designed both logos and carried the visual direction into signage and a social media rollout that announced the change of ownership.

Daytime view of the Sturgeon Tire Auto Service Centre sign on a grey building with a yellow roofline, a pickup truck and a car parked in front.
Installed building signage, Sturgeon Tire

Design Approach

The two marks share a confident automotive character while giving each business its own symbol and name recognition. A customer should read them as siblings, not twins.

Related identities
An angled tire motif distinguishes Sturgeon Tire; a speedometer-inspired mark identifies Sturgeon Auto Parts.
Signage
Layouts consider visibility on the building and on the roadside sign, where the marks are read at speed and from a distance.
Launch sequence
Social content introduces the ownership, team, services, and giveaways in a consistent visual style so the announcements read as one story.
A black Sturgeon Tire mug beside a white Sturgeon Auto Parts mug on a pale ledge against a blue sky, presented as a mockup.
Mug mockups, black and white

Logos and marks

Standalone artwork, shown at its own proportions. Photographs and mockups of the work in use appear elsewhere on this page.

  • Sturgeon Tire logo in black: bold italic STURGEON with a tire replacing the O, followed by TIRE reversed out of a rounded black box.
    Sturgeon Tire, primary logo
  • Stacked Sturgeon Tire logo in black: STURGEON with the tire-shaped O above TIRE reversed out of a rounded black box.
    Sturgeon Tire, stacked
  • Sturgeon Auto Parts logo: black STURGEON beside AUTO PARTS in white on a blue angled panel topped by a speedometer arc with white, orange, and red segments and a red needle.
    Sturgeon Auto Parts, primary logo in full colour
  • Sturgeon Auto Parts horizontal logo in solid black, with the speedometer arc above AUTO PARTS.
    Sturgeon Auto Parts, one-colour
  • Stacked Sturgeon Auto Parts logo in black with the full-colour speedometer arc, STURGEON above AUTO PARTS.
    Sturgeon Auto Parts, stacked

Applications

Identity

  • Two logos with print and digital variations

Signage

  • Building and roadside signage designs or mockups

Social launch

  • New-ownership announcements and team introductions
  • Service, giveaway, reminder, and winner graphics
  • Facebook profile and cover graphics for both pages

Collateral

  • Business card mockups for both businesses
  • Branded mug mockups
A man in a black jacket smiling in front of the Sturgeon Auto Parts storefront in winter, with the new black Sturgeon Auto Parts sign and a Carquest sign above the windows.
Installed building signage, Sturgeon Auto Parts

Outcome

The combined system gives both businesses a clearer public-facing identity and a consistent visual language for their signage and launch communications.

The illuminated Sturgeon Tire Auto Service Centre sign at night on a grey metal building, with the tire-shaped O in Sturgeon and TIRE set in a white rounded box.
Building sign at night, Sturgeon Tire

More from this project

Select an image to view it at full size.

  • The team under the new Sturgeon Auto Parts sign

  • Roadside pylon, second view

  • Sturgeon Tire Facebook cover and profile

  • Sturgeon Auto Parts Facebook cover and profile

  • Sturgeon Tire business cards, presented as a mockup

  • Sturgeon Tire card faces, presented as a mockup

  • Sturgeon Auto Parts business cards, presented as a mockup

  • Sturgeon Auto Parts card faces, presented as a mockup

  • Mug mockups, black

  • Mug mockups, blue