H.R. Owen has unveiled its new global brand identity, created by Calling Brands, as the luxury and supercar dealer celebrates its 80th year.
The global brand consultancy was appointed to the project in the Autumn of last year, tasked with creating a group identity for H.R. Owen that would sit naturally alongside the car marques it represents and increase customer recognition of the dealer’s central role in the experience of buying and owning a high-end car.
The new brand identity for the dealer, which is one of the world's largest retailers of Rolls-Royce, Bentley, Ferrari, Maserati, Lamborghini and Bugatti, includes a chequered symbol paying homage to the international motor racing winner’s flag as well as the black and white tiling widely used in English architecture, while the use of the Gill Sans typeface helps express both the past and the future of the brand.
An alternative Jack Barclay logotype will be used for the group’s flagship Bentley dealership in Berkeley Square, London.
The new brand identity rolls out across all company collateral this year, starting with the new H.R. Owen website.
Chris Harris, marketing and customer director at H.R. Owen, explained: “When Harold Rolfe Owen started the company in 1932, his ambition was to offer his customers the highest quality car ownership experience. That still stands. The aim of this work is to celebrate our heritage and instil clients with the confidence that H.R. Owen always delivers on the things that matter to them: quality, impeccable service and, above all, a shared passion for motoring.”