Blending Legacy with Modern Design for a Fresh Brand Rollout
Elan Gas Station
Overview
Elan Gas Station has been serving communities for over 25 years. As they continue expanding, Elan approached Lead Graphics for a visual rebrand that would modernize their look across new locations while preserving the essence of their legacy brand. The goal was to design an environment that honors their long-standing identity while aligning with today’s clean, polished retail expectations.
Challenge
Elan’s brand is built around a crisp, professional image, using a bold blue and green color palette. However, the client also wanted to introduce natural wood elements into the new design to add warmth and visual interest. The challenge was that raw wood textures or slatted wood features clashed with Elan’s clean aesthetic and didn’t pair well with the existing brand colors. The task was to find a creative way to integrate these contrasting materials into a cohesive, modern visual system.
Solution
Instead of traditional wood, we selected light wood laminate panels—a material that brings in warmth and texture without disrupting the sleek brand identity. The lighter tone of the laminate complemented Elan’s green and blue color palette while elevating the space with a more refined and professional appearance.
For the signage, we opted for bold, thick PVC letterforms in a clean sans-serif font. Each character was backed by soft white LED lighting, adding dimension and visibility without overpowering the overall design. The result was a minimalist yet impactful visual language that feels modern but rooted in the brand’s identity.
Throughout the project, we collaborated closely with the Elan team to ensure every design choice aligned with their long-term vision—helping evolve their brand without abandoning its legacy.
Result
Owner Testimonial
