In 2012 a new commercial truck parts business was introduced to the Michigan market. As a Vipar distributor this new identity needed a name and identity that would differentiate itself from the competitive landscape. SOZO / PIVOTAL worked with the new company’s leadership and presented a variety of naming options. CommPar was selected for its defining characteristics as well as its ease to pronounce and commit to memory.
After the name was created an identity program was designed. A side-by-side comparison with various competitors proved CommPar’s new identity was strong and unique in the marketplace while carrying badge-like characteristics people are accustomed to in the trucking industry. Burnt orange was selected to further differentiate and stand out on delivery trucks and building signage.