New Name, Logo, and Identity for GO by Saffron

Launched mid-last year and rolling out approximately 50 stations since across Turkey, GO is a new brand of gas stations operated by Ipragaz, the second largest subsidiary of global company SHV Energy. Because Ipragaz has been specialized in liquefied petroleum gas since 1961 — which is a consumer product as common as water cooler jugs in some countries — its name would have proved difficult to enter the auto gas market. With the help of Saffron, who named the brand and designed the identity, they introduced GO. Saffron created the name —GO—, the core concept, the visual style and the eventual design of the new stations: a place to escape the rigours of the road and possibly even enjoy filling up. To build the service station Saffron partnered with Malka+Portú