Staf Cars: a fleet identity shaped by daily operations
Brand identity, bus livery and website design for Staf Cars, with practical decisions about vehicle maintenance built into the design.
The business question
For a transport business, the fleet is a public face of the company. The identity needs to work across local, national and international mobility and stay practical for the people maintaining the vehicles.
Make the business visible in the identity
The rebrand used three circles to represent those three scales of mobility. That idea gave the visual identity a connection to the business rather than a decorative story added afterwards.
Design around the way vehicles are used
The white bus livery left commonly damaged areas free of graphics. That choice was intended to reduce the repainting and relettering needed after repairs. It is an operational design decision, not a measured maintenance saving.
Connect fleet and website
The work also included website design. The value of a shared identity is that a visitor can recognise the same company on the road and online. This case presents the work and its rationale without inventing commercial results.
Does this resemble your next step?
Start with the business question and the way your team works today.