Project description

MLX is the partner concept of IHLE tires GmbH, a company of the Michelin Group, which is active throughout Europe as a wholesaler for tires and rims. The task was to reposition the MLX brand as part of a structured brand development process. This included the development of the brand story and the core message as well as the revision of the logo and corporate design. Target groups are contract partners and garages (B2B) as well as car drivers (B2C).

Creative idea
The focus of the new development of the corporate design was the reduction of elements and the creation of a modern and emotional appearance. The core elements of the new design are the primary colors red and blue and the X element, which on the one hand picks up the name, but on the other hand is also visually oriented towards the product itself: the tire profile.

In future, the X element will ensure clear recognition and differentiation from the competition on all advertising materials. In addition to the products, the new visual language – in line with the new core message “Personal. Trustworthy. Competent” – satisfied customers or the workshop owners are used as required.

The new color scheme with strong red as the core color and as a visual frame for summer wheels and tires, as well as a strong blue for all topics related to the winter season, give the new appearance a memorable and modern look.


Fact GDA 2024

Special Mention – MLX – Brand development and corporate design – Category: Excellent Communications Design – Brand Identity


Industry / Products: Automotive industry, IAM – Independent Aftermarket, Europe.
Customer since: 2022

Measures taken:

  • Brand Creation

  • Persona Analysis

  • Competitive analysis

  • Brand workshops

  • Positioning including brand steering wheel, core message and key visuals

  • New development of corporate design

  • Revision of logo

  • Development and implementation of advertising material – classic/analog, digital and for social media

MLX | Image Sommer-Winter
MLX - Logo
MLX - CD Mix
MLX - CD Mix
MLX - CD Mix
MLX - CD Mix
MLX - CD Mix
MLX - CD Mix

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