Design an Updated Logo to Represent Our Automotive Parts Company

Ground Up

We help with the project, not just the part. | OR | The ultimate source of detailing and restoration parts.

Our Passion: Keeping the excitement of classic American muscle running

Our Niche: Provide parts, product support, & knowledge to enthusiasts of classic American muscle cars

Our Target Audience: Car fans, DIYers, middle class, 25 to 60 years old, male, owners of American based cars (~20 years since first produced)
IN
The United States
WITH INTERESTS
of era-correct or aftermarket parts, loves getting hands dirty, spending time in the garage, and building stuff

We are an established company within our industry with a large and constantly growing customer base. Established in 1990, Ground Up, Inc. SS396.com has grown from a small operation selling tough-to-find parts at swap meets to the largest restoration supply house in the Northeast! Although Ground Up, Inc. has moved and expanded, our goal has remained the same:

Provide parts, product support, & knowledge to enthusiasts of classic American muscle cars.

Being an established company we have an existing logo that has been the same since the '90s. For obvious reasons, it's outdated and needs to be brought into the 21st century. In addition to this, our company has experienced many changes over the past few years to bring us closer to a corporate mentality/structure and it's time our branding reflects this. While we are getting closer to a corporate structure we are not bound by a corporate entity like many in our industry making us capable of doing things our competitors just can't do.

The majority of our business is done through our e-commerce platform ss396.com which we consider to be our digital catalog (this is going through a major update). In addition to our online presence, we run 3 full-color paper catalogs for our customers to browse and shop from. We also have a fully staffed call center to answer questions and take orders over the phone.