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LoJack: Car Security System

Corporate Identity // Branding

Project Overview:

Completed during an independent study with Jon Craine, design genius and old friend of Paul Rand's, this mark was the product of extensive research and competitive analysis.


Since LoJack sells products that are essentially hidden during use, it is important for the mark to represent the value and purpose of the products.

This mark embodies many of LoJack's unique traits. Perhaps its most crucial characteristic is that it represents a shield made up of a road, suggesting that LoJack protects the street. The road happens to start and end at the same point, which relates to LoJack's slogan "Get it. And get it back." Lastly the mark also eludes to an "L" and a "J".