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Cartoon characters help National's new identity

National Tyres and Autocare has unveiled a new million-pound corporate identity aimed at improving customers' understanding of the firm's services and products.

The new representation uses a set of six cartoon-style characters, with each representing NT & A products - a battery, an oilcan, an exhaust, a shock absorber, a brake pad and a tyre.

The firm will use a national publicity campaign to promote the re-branding and to increase its high street presence.

National has already seen a 10 per cent increase in sales over the last year, and has introduced initiatives such as a points-earning partnership with Tesco, on-line ordering, and half-price MoTs. It expects a similar rise by the end of this year.

“The new identity has been successfully incorporated into National's new advertising activity and an extra £1m has been committed to the re-branding exercise throughout our network,” says Michael Bourne, head of marketing.

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