Rosco Vision

Brand experience

Safer roads for a better future


Help an automotive visual safety systems manufacturer refresh their brand identity. The brand needed a visual upgrade and a brand repositioning to stand out in a particularly competitive industry.


A bold and powerful brand identity designed to communicate a balance between old and new, heritage and modernity. The visual identity has a new logo, font, typography, colors, photography guidelines, product design, and package design. 


The new brand identity reaffirms Rosco Vision's commitment towards their brand promise: smart solutions, tailored for safer roads and efficient fleet operations.

brand promise


Rosco Vision is a family-owned business that is over 100 years old. They are responsible for a great deal of innovation and safety advancements in the automotive industry. They wanted a brand identity that would represent their desire to create safer roads and position themselves as an innovative tech company. 

We created an identity based on roads and collision detection.  Since tech companies generally feel cold and distant, we intentionally focused on making the brand feel warmer and more human. 

The visual strategy focused on one of their core strengths and products: collision detection. We sketched out three tracks where we explored different ways to depict “collision detection”.

Rosco was used to making decisions based on what their competition was doing. We encouraged them to focus on their own strengths and communicate those to their target audience.


First, Rosco Vision decided to drop the word “systems” from their company name. We created a new logo that symbolizes their solutions for intelligent fleet management and safe vehicle operations. Several assets of the new visual identity reflect the brand’s association with the road. 

The “r” in the logo represents the first letter in Rosco’s brand name. It is formed by a straight “road” and a curve that depicts a right hand turn. A dot at the bottom of the “r” represents a human that was detected by Rosco’s products and avoided.

The visual identity contains many rounded corners and lower case sentences to make Rosco Vision seem friendly and approachable. Light blue was already one of Rosco’s established brand colors, and we added an additional darker shade to the logo.


  • Working together with a family-owned company that’s been in business for more than 100 years 
  • Developing the video that was used to launch Rosco’s new brand identity was a lot of fun
DPDK | 2021

Pim van Helten


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