Michigan Automotive Relic Society

My husband has always been a car enthusiast with a soft spot for vintage European sports cars—especially the MGB GT. His passion has extended beyond just driving and restoring cars to building a sense of camaraderie among others who share that same love. Several years ago, he came up with the idea to start a car club: something casual, humorous, and deeply rooted in the appreciation of imperfect classics. He called it the Michigan Automotive Relic Society—or M.A.R.S.

M.A.R.S. was created for the kind of enthusiast who doesn’t mind a little patina or a few dings—people who see charm in the flaws and stories in the rust. It’s a group built on good attitudes, shared laughs, and the kind of cars that may not be pristine, but are absolutely loved.

When he approached me with a rough mental sketch of a logo he had in mind, I jumped on to help bring the vision to life.

Turning Idea to Reality…For Now

Working together, we translated his idea into a digital logo that captured the spirit of the group.

While I might have tightened the branding a bit more—consistent color usage, logo lockups, and sizing were loosely applied —my husband was content with the mark and eager to start utilizing it and the group fully embraced it as-is. What started as a small idea quickly grew into a lively community of car enthusiasts, hosting rallies, sharing laughs, and even hiding M.A.R.S. shirts in secret locations as easter eggs.

It’s a perfect example of passion-driven design fueling real-world connection!

“Let’s Look at a Rebrand”

After a few years of letting the original M.A.R.S. branding live in its raw form, the group began gaining real momentum. Interest exploded as more vintage car enthusiasts joined in, drawn by the group’s authenticity and shared passion. Our friend Matt, a talented cinematographer, began producing videos for M.A.R.S. on YouTube—capturing the spirit of the group in a way that elevated the brand overnight. With a growing following, a dedicated website, and even a few sponsors on board, it was clear: M.A.R.S. had outgrown its original look. A rebrand was officially on the table.

Finally, I had the green light to revisit the logo. My goal was to preserve the original charm that my husband—and the group—loved, while refining it to better communicate “car culture” and improve overall recognition. I explored several design directions, always circling back to the essence of the original mark. It was a careful balance between nostalgia and clarity, keeping the grassroots spirit intact while making space for the brand’s growing presence in the automotive world.

Modern, Yet Timeless

Like any strong brand, M.A.R.S. continues to evolve as it grows. The rebrand came at just the right time, as the group began reaching a broader audience and building momentum. Matt’s video work for the M.A.R.S. YouTube channel played a pivotal role in elevating the group’s visual identity, even incorporating some of his own design elements before the rebrand officially began. His creative direction helped guide the visual tone moving forward.

Using that foundation, I developed a refined logo with an updated color palette and a versatile system of logo adaptations—optimized for use within round containers, with or without the tagline. As Season 2 of the M.A.R.S. channel kicks off this summer, the new branding will be fully integrated across platforms, including the website and fresh sticker designs for both new and longtime members. I will also continue working closely with our little team to build out new collateral to support the group as it evolves. It’s a big step for a once-casual project that’s grown into something truly exciting!

Check out the M.A.R.S. website here. Or, skip right to the YouTube channel!