Cosmo i-Serve

Cosmo Gas Stations approached RSM Design with a project to introduce self-service gas to the Tokyo area market. The challenge was to make a completely new process clear, simple, and most importantly inviting to consumers through the creation of a clear and cohesive visual system. RSM Design first developed the Cosmo i-Serve logo, which uses color and simple forms to create an iconographic symbol of Cosmo as the pioneer provider of self-service gas in Japan, and then developed a simple visual interface, which uses pictographs to illustrate the five-step process for pumping gas.