Performance Connection Logo
The goal of this design was to refresh an over 30 year locally known Detroit brand. Ramchargers was a Detroit area aftermarket auto performance parts retailer with 5 locations. They changed their name from Ramchargers Performance Parts Centers to Ramchargers Performance Connection in an effort to compete with the larger growing online competition. The current logo at the time was looking very dated and was hard to read especially at small sizes. It had engine in the front and vector style drop shadow around the text as you can see. I wanted to keep the same feel but update it by removing the shadow for easier readability and swap out the complicated engine graphic with the "s" representing a hot rod exhaust pipe.