Pinnacle is a fueling destination dedicated to efficiency, reliability, and elevating the everyday driving experience. My goal was to create an identity system that communicates these values while positioning Pinnacle as a premium choice for drivers.

The logo takes inspiration from a car’s odometer, with the letter “P” doubling as both a gauge and a pinpoint. This not only ties the brand to motion and journeys but also reinforces Pinnacle as the peak destination. The sweeping curve of the mark conveys energy and seamless movement, reflecting the quick and easy service Pinnacle promises. To underscore its premium positioning, I introduced a palette with golden yellow to reference both motor oil and the richness of gold, striking a balance between utility and luxury. The system expands across touchpoints with custom iconography, service station applications, billboard advertising, and branded merchandise, ensuring Pinnacle is instantly recognizable at every scale.