A new look for RoadCover


It was only fitting that RoadCover ushered in spring with the reveal of its refreshed corporate identity and website to the RoadCover team with a series of internal messaging and desk drops, culminating with a Covid-compliant event held in Sandton recently.

The refreshed brand identity has come at a positive point in RoadCover’s growth and has helped the business to prepare for the next phase of its company strategy. With a tight-knit RoadCover team that is passionate about the RoadCover brand and has been part of RoadCover from almost the very beginning, the need for all team members to be part of, understand and embrace the refined identity was a belief shared unanimously by the leadership team.

Working with the teams at CN&CO and Mulberry Marketing, the RoadCover team was treated to unique desk drops at their offices in Sandton, followed by a launch event hosted at Higher Ground where there were more treats in store. From RoadCover branded drawstring bags filled with branded items, including customary face masks, there was also a candy buffet and balloon wall to ensure all pictures and selfies for the “Gram” were on point.

RoadCover’s new logo incorporates the road design to identify it as a symbol of RoadCover’s primary service and was created with the following notion in mind: “RoadCover aims to make sure that its clients feel comfortable, knowing that if they are involved in an incident or require assistance, RoadCover will be there to help them.”

Yellow, grey and white make up the primary colour palette. Yellow expresses caution. It also symbolises optimism, vitality, happiness and warmth, bringing to life the core values of the company. The grey in the logo represents our roads and is associated with strength and sophistication. White represents safety and protection and is inspired by our road markings.

The RoadCover website has also been redesigned with a clean and modern look in mind. The new look allows visitors to the site to better navigate and find the content they are looking for.

All in all, the unveiling was well received and ignited the unity and passion desired to launch RoadCover’s new look. 

“Our refreshed brand launch was an extremely exciting time, not just for the marketing and leadership team, but for the entire company,” says Riaan van Straaten, managing director at RoadCover. “It meant new beginnings, and getting people excited about it from the beginning was important. Our unveiling of the brand created a buzz amongst everyone. It brought to life the core values of the company and we are all so excited to see where the road will take us.”

The RoadCover team