Perfection Auto Body is an auto body collision repair center located in Miller Place, NY, on the north shore of Long Island. Serving a community where reputation is everything, the shop caters to both everyday car owners and those with high-end sports cars requiring precision and high standards. The shop was established in 1990 by Mike G, who built a long-standing relationship with his customers through quality and care. In recent years, Chris and Victor, who have spent their entire careers in the industry, purchased the shop from Mike G and sought to refresh the brand while maintaining the legacy of excellence.
The goal was to create a brand identity that fused the old with the new. It needed to breathe new life into the shop, reflecting Chris and Victor's vision while preserving the strong, established customer base. The new identity had to feel modern, high-end, and professional, without losing the familiarity of the brand that locals trusted.
The primary challenge was to avoid the stereotypical auto body shop look—often black and red with a car silhouette—and create a design that felt premium and unique. Additionally, the brand refresh needed to respect the shop’s heritage while also reflecting Chris and Victor’s vision for the future. Incorporating the initials of the new owners into the logo without overwhelming the overall design was essential.
The final design focused on a bold and modern "P" as the main logo icon, crafted to subtly incorporate the initials "C" for Chris and "V" for Victor. This personalization gave the logo meaning while still remaining clean and professional. A small red accent was added to pay homage to the original body shop’s color scheme, while not overwhelming the blue and gold color palette, which reflected the coastal area and gave a prestigious tone to the brand.
The typography and design language were deliberately constructed to appear modern and premium, aligning with the shop’s high standards of craftsmanship. The color palette was carefully selected to match the interior and exterior of the shop while adding a modern, coastal vibe with navy and gold tones. The new identity expanded to cover all their marketing materials, including business cards, uniforms, signage, website, and more.
Perfection Auto Body now boasts a modern and prestigious brand identity that bridges the old and new. Chris and Victor have a logo that they can call their own, while longtime customers remain connected to the shop’s original legacy. The new design has helped expand their services and customer base while maintaining the shop’s reputation for quality and care. The rebranding efforts have already helped Perfection Auto Body further establish their dominance in the area, ensuring their reputation as a trusted and top-tier repair center in the Miller Place community.
