TYPE OF WORK
BRAND IDENTITY
F7
F7
ABOUT PROJECT
F7 – The Detail Car Wash is located in Tashkent and provides mobile washing and technical services for premium-class vehicles. Their core mission is to deliver high-end service for both business and personal cars by cleaning and maintaining the vehicle right where the customer is — whether it’s in front of an office, at a home driveway, or in an indoor parking area.
Our goal is to create a brand that shows this is not just a car service, but a premium-level experience for people who value their time and their vehicle.
IDEA
The core idea is inspired by Formula 1 races — the racing line and the finish flag. The optimal “racing line” of an F1 track is used as a hidden combination of the letter “F” and the number “7.” This shape resembles a racetrack when viewed from above and represents speed, precision, and the culture of choosing the right path.
The color palette consists of a black background with bright red accents: black symbolizes sophistication and a high level of service, while red conveys racing, excitement, and a sense of speed. The red geometric mark in the logo is also a simplified interpretation of a racing flag.
Roboto Flex was chosen as the main typeface, with titles and key words set in italic — adding a sense of motion and speed to the text. The textual style clearly communicates the brand’s positioning, emphasizing that the service is dedicated exclusively to premium-class vehicles and provides on-site service at any location the customer requests.
RESULT
As a result, F7 has taken shape not as a regular car service, but as a premium automotive care brand infused with the spirit of motorsport.
The logo has become a simple yet meaningful symbol that is easily recognizable as a brand, especially in the minimalist style often seen on social media. The black–red aesthetic and racing-inspired visuals distinguish F7 from typical service stations in Tashkent and position it directly for customers who seek premium service.
At the same time, the brand built around the logo and the name makes it possible to expand into future directions such as F7 Detailing, F7 Garage, F7 Tuning, or F7 Group while maintaining a creative and cohesive brand identity. The brand now meets modern standards and is ready for future growth, presenting a consistent and clear visual presence.
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