chief’s restoration
Chief’s Auto Restoration draws inspiration from a tire with a unique history—a tire from a 1965 Mercedes 300 SL prototype once owned by Charlie “Chief” Gustafson’s grandfather. It symbolizes the company’s commitment to precision, pride, and heritage. The logo is meant to invoke a handcrafted vintage dedication, by honoring the past through careful and meticulous restoration
Brief
Chief’s Auto Restoration is a business dedicated to bringing classic cars back to life with precision and care. What started as a passion project grew into a trusted name for restoring vintage vehicles to their former glory. This project was about capturing the craftsmanship and attention to detail that defines the brand.
The design needed to feel timeless yet strong, reflecting both the history of the cars and the skill involved in restoring them. It had to be clean, professional and show the dedication behind every restoration. The logo and visuals are built to feel reliable, with a classic touch that never goes out of style.
