With more than 20 years of experience, Guma M is a small, family company for service and sales of tires. Thanks to a clear business vision and a firm implementation of strategy and investment, this firm have evolved into a leading importer of Renault, Dacia and Nissan vehicles, and also become a leader in wholesale tires for all types of vehicles. Shift agency created a new visual style aimed at positioning Guma M as a social and client-friendly company. The name Guma M immediately refers to company activities. The logo represents the key elements of their visual identity and makes the name and identity instantly recognizable. In this case, the final logo was an evolutionary development from the existing one, and the typography design provides a unique look. The color of the logo is black, with intervention on the letter M which is isolated and in a yellow color. In this way we brought a touch of vibrancy and dynamism to the logo. The logo can be applied to all forms of communication within the company. To make the visual identity complete, we designed elements of primary communication as well as various promotional materials. The logo became the basis for the visual identity of the other companies who have developed from this group, primarily rent - a - car company Guma X.