Tires Plus Rolls Out New Logo in First Major Rebrand in 20 Years

Tires Plus is rolling out its first major rebrand in nearly 20 years, complete with a new logo and updated brand campaign titled, 'Driver’s Seat.' The rebrand is the result of many years of collaboration between Tires Plus parent company Bridgestone Retail Operations (BSRO) and its long time agency partner PPK. After 17 years of work to drive BSRO and its brands forward, the new Tires Plus rebrand is a testament to the success of the multi-year legacy partnership between agency and brand.

The 'Driver’s Seat' campaign was launched five years ago as Tires Plus’ first campaign under a new brand positioning, which seeks to evolve the brand as a customer care company, not just a car care company. 

The new Tires Plus logo and associated branding streamlines elements of the old logo, such as introducing a more geometric typeface, to create a modernised, timeless look that will hold its appeal for many years to come.

The tire mark, which has been a recognisable asset of the brand, has been streamlined, now existing as a single colour compared to the old logo’s range of colours. Overall, the palette of the logo has been simplified to only three colours - the identifiable Tires Plus yellow, black, and red - and will also be employed as a reversed-out yellow and white iteration.

The typefaces of both the Tires Plus name and Total Car Care have been refined to convey a more timeless brand that better represents the evolution of vehicle maintenance as the cars we drive become less about steel and cylinders, and trend more towards high-resolution displays, sensors and CPUs. This also better personifies the Tires Plus teammates, who, as vehicles advance, have become highly trained and skilled automotive advisors and technicians.

The design intentionally stays true to its original form, building on the brand equity built by Tires Plus mark since the company was founded almost 50 years ago. Multiple rounds of testing the new logo design showed that, for a legacy brand such as Tires Plus, you don’t need to reinvent the wheel to make a powerful impact.

During the strategic process of evolving the brand’s positioning, research (done in partnership with Message Factors) showed that consumers are generally feeling overwhelmed and uninformed when it comes to car care. Rather than focusing on offers and deals, the new platform seeks to empower and inform consumers when it comes to their vehicles, a sentiment also reflected in the new logo.

The Tires Plus rebrand exemplifies true partnership and collaboration between the brand and its agency to achieve both functional and brand goals. Through its long time partnership, PPK has worked with Tires Plus to evolve the brand’s positioning from a value brand to one that empowers its customers. 

Their success together is evident from the brand’s rise to category leadership with Tires Plus catapulting to the top of the Aftermarket Service category in Tire Replacement by winning a J.D. Power award for customer satisfaction in 2022.

The new logo and updated brand campaign launches on March 1st, 2024 across online video and digital channels including web, social and more, and it will continue to roll out on additional channels in the coming months.