In the aftermath of its 2006 merger with Cottman Transmission, the AAMCO transmission-repair chain decided to reposition itself as “complete car-care experts.” Hired to help oversee that makeover was Hanson Associates, a Philadelphia-based design and branding firm.

Hanson began by creating a more modern interpretation of the company’s classic red, white and blue hexagon logo – including dropping the word “transmission” from use in most cases. Using that updated logo, Hanson then designed a new exterior and interior signage package.

For outside the shops, the new graphics include street signs, bay banners, window posters and awning designs, while inside, the package manifested in point-of-sale displays, a 3-D transmission display, brochures and entrance-way welcome signs.

Hanson Associates principal Gil Hanson says the new branding components were initially used in Cottman locales being converted to the AAMCO brand, and for new AAMCO shops. Now the company, which operates about 1100 shops around the U.S., is incorporating the update into existing AAMCO locations.

“The client says the more modern showroom experience is contributing to increased sales,” Hanson notes.