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A New Brand on the Road


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The birth of the new vehicle assembler AMD brought us the challenge of synthetizing the attributes of consistency, strength and agility, extracted during dynamics and branding analysis. But a piece of the jigsaw was still missing, one which was only connected once we embarked on a journey through time…

After a long immersion into the history of the family responsible for the company, we arrived at the medieval times, where we extracted the key elements that belonged to the coat of arms – the eagle and the lion – which, after going through detailed processes of modernization and fusion, received the halo of protection, connecting the essence of the two represented beings, and thus creating the final symbol: the winged lion.

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