Cairns Commercials brief was to develop a simple logo, without reference to the shapes of their subject vehicles for sale. (Given the nature for these things to change rapidly).

The key message for the logo was the freedom that these vehicles would promote hence our adaptation of the open highway as a key element in both the actual logo as well as a supporting element.

The use of the colour green was directed pointedly to communicate that these vehicles were predominantly diesel and therefore carried less environmental impact - important to some in building respect for the brand.