Amotiv

The Brief

With a rich history dating back over 85 years, Amotiv Limited, formerly GUD Holdings Limited, consists of 1,900 team members working across 40 global locations, 16 manufacturing sites, operating under 3 divisions with 50+ market-leading brands. Inspired by the fact that the business is now an automotive pure play, in 2024 shareholders voted to rename GUD to Amotiv.

Publicly listed on the ASX, there was a legal requirement for the company’s name change to take effect within 24 hours of a positive shareholder vote, meaning a pre-developed logo and visual identity needed to be ready to implement at the flick of a switch.

The Result

The former GUD logo had stood the test of time, proudly standing as the company’s mark for 60 years. The new Amotiv logo needed to propel Amotiv into the future and reference the company’s automotive focused group of brands. After an extensive development process, the company settled on a contemporary design which utilises the existing GUD colour palette. The wordmark features forward slants to represent a forward movement and these angles are replicated in the logo’s icon which symbolises a road stretching in an upwards direction into the horizon.

To accompany the new name and logo, Kick developed a refreshed brand book and assisted with the roll-out of signage and promotional items.