Rationale
The concept follow suit to that of the main Gold Star brand – that of the shimmer/gleam emanating from the first letter. this time, a strong pink was chosen, along with the same font as used for the main company but set in lowercase – this gives a softer and more effeminate counter to the commercial wing of the company.
As with the main company brand, this identity, which can be used either with the full word or with a single letter, is used on the livery of vehicles and uniforms of staff.
