The location of our premises was a key decision, as we wanted to be in a position that had easy access to all our key trade accounts, but also offered great services to the end consumer in and around the M25 area. After extensive searching, we finally found a location conveniently located close to the M25, M1, North Circular, A1, M3 and M4. Situated just next to the A40, the premises is a prime location to access the required road networks and at the same time offering us ample parking space.

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The brand development process was one of the most important parts of the company identity, so it was important to get it right! This involved extensive research on the existing market by an industry specialist marketing company. Diamond Alloys wanted to create a look and feel which represented the core values of the company, whilst at the same time enabling clients to quickly identify the company logo as an alloy wheel specialist.

Early names proposed for the company used a combination of words to indicate the association with alloy wheel repairs. Names proposed and rejected included ‘Rimprove’, ‘Razorim’, ‘WheelForm’, ‘Revolve’ and ‘Refindedwheels’. However, it was felt that these names did not indicate the high levels of excellence the company want to achieve in its identity.

It was a sudden flash of inspiration when a team member came up with the idea of ‘Diamond Wheels’, as this suggested the association of the word Diamond with the prestigious stone. This was in addition to the diamond cutting technique which is the highest level process that we specialise in, so this seemed perfect. However, as the domain name was not available; a key factor for us as we use technology at the forefront of everything we do. After some searching and play with other words, the team were excited to find that Diamond Alloys was available and in fact a much more suitable name to represent our company and values. And so, Diamond Alloys was born.

Once the name was signed off, it was then down to the marketing company to prepare a series of logos to represent the new name. This was a lengthy process with many designs submitted and rejected for a variety of reasons including too abstract, too fussy, no visual identity to wheels, and so on. However, this essential process helped identify a colour scheme and font which was universally accepted by the team. The sticking point seemed to focus around the symbol for the wheel. A late night ensued at the office with the designer playing around with lots of ideas until the final concept of adding a circle and star (to represent the sparkle of the diamond and finish) around the spokes of the alloy was added to create our final confirmed logo. All agreed it had a simple but classy look which well represented the company and all it stood for.

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Developing the Diamond Alloy brand was extremely important. The process started with the company name which came as sudden inspiration, and was chosen to reinforce an identity of premium quality, market leading and also easily identified the business as an alloy wheel repair company.

Once the name was established, the company logo was developed. The marketing and design company were given a clear brief to develop a logo which easily identified what we do in a visual but also reflected our core values of quality and assurance. Diamond cutting is considered a premium finish, so a shiny finish and sparkle was added to our logo to reflect this.

 Diamond Alloys as a company uses the latest refurbishment techniques, and this cutting edge approach is applied to all aspects of the business, including the design and functionality of the website.

The look of the site is classy and stylish, although it is secondary to the functionality of the site which is user friendly and easy to navigate. Users can easily find the refurbishment technique they are looking for and see prices clearly. There is even a gallery of images to show the range of work we do and offer assurance to the client that the finish matches our claims of excellence. The site also offers a handy frequently asked questions page (FAQ) and a news page to keep users up to date on all the latest industry and Diamond Alloys news.

We hope that all clients recognise the levels of professionalism, the quality of our workmanship, high levels of service and cutting edge techniques we use at Diamond Alloys.

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Diamond Alloys has been developed to fulfil an ambition to be the best wheel refurbishment company in the UK. To achieve this, we have a clear vision to offer the best techniques in the market utilising the latest in technological advancement for machinery alongside offering a speedy and excellent service.

Diamond Alloys will be different from the competition. By investing heavily into the latest techniques, a state of the art refurbishment centre and into the brand and presentation of the company, Diamond Alloys is fully confident in achieving their goals to be the best in the industry.

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