Roger Penske understood that the dealer is often times the differentiating factor when customers purchase a car. And the Penske name carries enormous equity in the automotive sector.

As the Penske Automotive Group continued to grow, management sought a company-wide dealer identity system to express the unique image attributes of the Penske brand—strength, integrity, discipline, fairness, and unequalled customer service—and to differentiate the brand from other dealers, and visually unify the growing and diverse array of manufacturer's dealerships under the Penske banner.

The selected sign concept elevated the Penske name to a priority position in the hierarchy of branded messages at each site, created continuity and cost efficiencies, and offered great flexibility in identifying the manufacturer at various sites throughout the Penske network.