FT Group provide servicing, maintenance and engineering to fleet operators across the UK – everything from routine work on cars and vans to HGVs, minibuses and ambulances, plus more specialist jobs like gritter overhauls, all out of their Kent workshop. The business is the latest incarnation of a company I’d worked with before, first as FleetTEQ and then FT Fleet Management, and they returned to me to brand the newly formed FT Group – this time with a system built to carry its current and future sub-companies.
With some of the country’s largest fleet operators among their customers, the brand needed to feel established and assured. Rather than start from a blank page, I drew the new identity out of the businesses that came before it: each predecessor’s values had been expressed as a three-part Venn diagram, and FT Group’s mark is formed from those same overlapping rings – with an abstract "f" and "t" worked into the shape. A flexible sub-brand system (FT Car, FT Van, FT Truck, FT Engineering) extends that logic across the group, and the work ran from brand guidelines and stationery through to vehicle signage, workwear and digital assets.
