Mr Clutch
Unit 3 Deacon Trading Estate
Chingford E4 8QF

I have had Mr Clutch on my extensive database for a while, but have been spurred into action by this dramatic photo from Mr Michael Place of design company Build (in my opinion, one of the brightest young design companies in Walthamstow and certainly one to watch for the future!).

Mr Clutch has a brand of which Build would be proud. The Mr Clutch character is a flexible device, arm outstretched to highlight not only the logotype, but any related tactical content, such as the competitive £26 MOT offer shown on the smaller banner below (in which Mr Clutch appears as a mirror image of himself).

The Mr Clutch character is holding a chequered flag, perhaps symbolising the end point of the customer's race to find the best possible automotive service.

Have you noticed how the blue signs show MOT with a lower case 'o' – a proper, if slightly pedantic, allusion to the abbreviation's origins as the 'Ministry of Transport' test? I imagine the blue signs are supplied by a central government provider, whereas Mr Clutch chooses an upper case O for his own signage – rightly so, in my opinion.

Mr Clutch has a network of centres throughout the UK, as well as a strong website and social media presence (including a Twitter account).

His strapline is: "Mr Clutch does so much". What do you think of it?

I think it's very good. One of the problems with the Mr Clutch brand name is that it implies a specialism solely in clutch repairs and replacements, whereas Mr Clutch is equally happy with brakes and transmission-related assignments. The strapline counters this problem by emphasising the wide range of services, while sealing the message with a neat mnemonic rhyme.

A strong start to the week, I think you'll agree. And I am pleased to announce that the week will continue on this theme, with a range of automotive characters.

Yes, it's Car Week!