The Automotive Maintenance and Repair Association (AMRA) and Motorist Assurance Program (MAP) recently unveiled its new logo and icon.
“AMRA/MAP has over twenty years of brand equity in our silhouette of a teal-colored car raised on a repair lift. We certainly wish to retain and build upon that value. You’ll notice that the new image certainly looks more modern and yet somehow, very familiar.” states Barry Soltz, AMRA President.
On the surface, you’ll notice that AMRA/MAP’s updated logo is very similar. However, it’s the subtle refinement of the image and its message that makes it more relevant to its constituents.
You may find familiarity in the shape of the border surrounding the car. The rounded corners create the image of a button that you might find on the screen of your smart-phone. As MAP’s Uniform Inspection and Communication Standards (UICS) become available electronically, this icon will become instantly recognizable as a link to MAP Standards and other AMRA/MAP information.
The updated silhouette of the car has a more aerodynamic shape. It now looks a little less like a 1980’s sedan and a little more like a modern coupe or hatchback. And, as you look more closely at the car, it holds subtle but important visual cues.
“The car itself represents the three core elements of the repair and maintenance services that AMRA/MAP service provider members offer to consumers: The car is raised on a lift; its hood is raised; and there is a white border outlining the tires. These cues visually represent Under-Car, Under-Hood and Tire & Wheel related services.” notes Soltz.
The new logo will soon be expressed across AMRA/MAP web pages, letterheads, communications, MAP Participating Facility window decals and technician’s MAP-Qualified uniform patches.
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