REBRANDING PRESENTATION 2018
BRAND INTRODUCTION
<<< THE HISTORY
BRAND OVERVIEW The DeLorean Motor Company (DMC) is an American automobile manufacturer originally formed by automobile industry executive John DeLorean in 1975. It is remembered for the one model it produced — the distinctive stainless steel DeLorean DMC-12 sports car featuring gull-wing doors—and for its brief and turbulent history, ending in receivership and bankruptcy in 1982. His vision wasn’t for a pedestrian mass produced sports car yet a special kind of car that the world had never seen before. DeLorean wanted to produce a game changer in the automobile industry. The DMC-12 looked like it was a car plucked from 30 years in the future. Which was really saying something.
THE BRAND SOUL Creating a breakthrough in education, design and manufacturing process.
JOHN Z. DELOREAN VISIONARY LEADER BORN
January 6, 1925 Detroit, Michigan U.S
DIED
March 19, 2005 (age 80) Summit, New Jersey U.S
EDUCATION
Lawrence Institute of Technology Detroit College of Law Ross School of Business
OCCUPATION
Automobile Engineer Executive Director
BIOGRAPHY John Zachary DeLorean was an American engineer and executive in the U.S. automobile industry, widely known for his work at General Motors and as founder of the DeLorean Motor Company. He was the father of the GTO, Firebird, and just about every performance Pontiac out of the muscle car golden era. Unfortunately his heavy drive had him clashing with GM upper management throughout his employment at GM. After his great success with Pontiac, he was elevated to head of the Chevrolet division and then soon thereafter bumped up to Vice President of all GM car and
>>> J O H N D O L O R E A N :
I’VE H A D THE DRE A M OF S OMED AY B U I L D I N G T H E U LT I M AT E , O B S O L E S C E N T- P R O O F C A R . ”
truck production which was essentually a grooming position for President of GM. Instead of wanting to run the biggest automobile company in the world, he had his sights set on starting his own car company.
DEL OREAN DMC-1 2 The DeLorean DMC-12 (commonly referred to simply as “the DeLorean,” as it was the only model ever produced by the company) is a sports car manufactured by John DeLorean’s DeLorean Motor Company for the American market from 1981–83. The car features an innovative fiberglass body structure with a steel backbone chassis, along with external brushed stainless steel body panels. However the real masterpiece feature of the DMC-12 was the gull-wing doors. They not only looked fantas-
G U L L- W I N G D O O R S
ENGINE IN THE BACK
tic when they were completely opened but they made it so easy to slide into the DMC-12’s interior. De Lorean has an all-aluminum, overhead-cam, fuel-injected V-6 mounted in front of the rear wheels.
PRODUCTION
8,583
MODEL YEARS
1981–1983
ASSEMBLY
Northern Ireland: DeLorean Motor Cars Limited (DMCL)
STAINLESS STEEL BODY DESIGNER
Giorgetto Giugiaro
ENGINE
2,849 cc PRV ZMJ-159 V6
DELOREAN TIME LINE
>>>
>>> O C T O B E R 24, 19 75
>>> JA N U A R Y 2 1 , 19 8 1
>>> O C T O B E R 19, 19 8 2
RESIGNED FROM HIS TOP LEVEL
THE VERY FIRST DELOREAN
J O H N D E L O R E A N WA S C H A R G E D
J O B I N G E N E R A L M O T O R S T O S TA R T
D M C -12 WA S P R D U C E D .
AND ARRESTED BY THE U.S
H I S O W N C O M P A N Y.
GOVERNMENT WITH TRAFFICING C O C A I N E F O R E X T R A M O N E Y.
>>> O C T O B E R , 19 8 2
AFTER JUST 2 YEARS OF PRODUCTION DMC HAS DECLARED I T S B A N K R U P T C Y.
>>> THE FUTURE
MISSION STATEMENT
2 . 1
The roots of DMC comes from its visionary creator, John Z. Delorean. He was a self made man who forged his own path to re-invent a broken process of automobile manufacturing and changed the minds of many people to transform their ideas into a innovative vision of the future. As DMC, we will take the idea of transportation to the next level which will be a tool for creating future technologies in the use of general public benefits. Such as education, architecture and communication.
>>> O U R M I S S I O N S TAT E M E N T:
â&#x20AC;&#x153;AT D M C W E B E L I E V E I N R E D E F I N I N G T H E P R O C E S S O F C R E AT I V E I N N O VAT I O N A S A G AT E T O S T I M U L AT I N G C O L L A B O R AT I O N .â&#x20AC;?
>>>
THREE KEYWORDS >>>S T E P S F O R T H E F U T U R E
â&#x20AC;&#x153; D M C H A S A LWAY S B E L I E V E D I N T H E P O W E R O F C H A N G E , N O T J U S T T O B E D I F F E R E N T, B U T T O B E A G AT E WAY F O R C R E AT I O N .
>>>
REVOLUTIONARY With the rise of technological developments, we will rise from ashes and get back where John DeLorean has left. Our brand will be a mark for changing and effecting people and cultures.
DISRUPTION We are a brand that will take bold movements in order to show our motivation for improvement. As our leader, we will follow his ambitoin to conquer new fields of markets.
ADVANCED This brand will be always in motion and always in advanced of itâ&#x20AC;&#x2122;s time. In order to shape the future, we will be investing to the right people and equipments.
TARGET AUDIENCE >>> C R E AT I N G A N E W F U T U R E The main target audience that we want to conquer will be creative thinkers, risk takers and people who are open to share new ideas. We strongly believe in collaboration to stimulate innovation and co-create opportunities for a better tomorrow and today. We will encourage more people to become more active in promoting and encouraging innovation.
+++
2 . 2
BRAND POSITION
2 . 3
>>> S T E P S F O R T H E R E D E S I G N
â&#x20AC;&#x153; D M C A LWAY S B E L I E V E D T O C H A N G E T H E C O N V E N T I O N A L M E T H O D S O F M A N U FA CT U R E A N D C O N T R I B U T E F O R T H E P U B L I C W E A LT H .
>>>
>>> C R E AT I N G A N E W F U T U R E In DMC, we will take the idea of transportation to the
Inspired by the futuristic ideas of John DeLorean, DMC
next level which will be a tool for creating innovative
was ahead of its time compared to its competitors at
future technologies and services for the public use.
that time. With the right focus for innovative design
This will encourage people to think outside the box.
in order to create the best affordable transportation vehicle of the future, DMC aimed to be different, not to
Itâ&#x20AC;&#x2122;s time to step up and catch up with the new and
be just a competitor against the common car brands,
mind altering technologies that will help the public
he wanted to be different because he saw an oppor-
grow to build a better future. We want to create a
tunity to re-invent a broken process of creating a
community where diverse and multi cultural back-
futuristic transportation machine.
grounded minds can come together. This way they can share a foresight for a brighter tomorrow.
John DeLorean was seen as a rebel and disruptor in
We want to build a new system for a peaceful and
the industry. He opened his own factory with many
sophisticated society.
struggles, far away from the main territory of car factories.
FINDING THE RIGHT LOOK >>> S K E T C H I N G F O R T H E F U T U R E After the research and strategy development, it is time to move forward into the development phase. During the next phase, we will be exploring ways to develop a new logo and visual system. We hope you will enjoy the discovery of our new brand as much as we do.
>>> F U T U R E E X P A N S I O N
“A S T H E N E W D E L O R E A N , W E S T I L L B E L I E V E I N B U I L D I N G FUTU R ISTI C AN D R EVO LUTI O NARY P R O D U C T S W H I L E C O L L A B O R AT I N G W I T H T H E N E W G E N E R AT I O N S A N D W O R K I N G T O G E T H E R A S A W H O L E .”
>>>
THE OLD LOGO
>>> P H I L GI B B O N
“I GOT MY 15 MINUTES OF FA M E W H E N I D E S I G N E D T H E LOGO FOR JOHN DELOREAN’S C A R C O M P A N Y. ”
CREATING THE LOGO In the previous section, we tried to understand the potential of Delorean. At this point we do know who Delorean is, who is the target audience and who are the competitors, itâ&#x20AC;&#x2122;s time to take Delorean to the next level, and design a new identity that will work with the companyâ&#x20AC;&#x2122;s new products and services. In this process, we will design the new Delorean logo, and define a new color system, typography style, photography style, and the grid that will work together to enhance the new look and feel of Delorean.
MAIN LOGO >>> A N AT O M Y O F T H E L O G O The main elements of the logo, is built on energetic dynamic and bold graphical marks. The arrow represents forward movement while the D mark is a represantation of a strong and challenging brand.
ARROW
40
o
THE ANATOMY >>> A N AT O M Y O F T H E L O G O The main elements of the logo, is built on energetic dynamic and bold graphical marks. The arrow represents forward movement while the D mark is strong and challenging.
1.5x
x
x/2
x
x
INITIAL D
D
FORWARD MOTION
PICK
01
>>>
ORIGINAL TYPE SOLARIA
DELOREAN
THE LOGOTYPE PICK
>>> C U S T O M L O G O T Y P E Logo mark is an important element for the visual style, after all people will recognize this mark deep into their memories to remember our brand.
02
>>>
A LT E R E D T Y P E SOLARIA
D has been changed
Cut E
Open A
We present you the 2 main colors of the new Delorean, The color orange represents the energy and passion to create new innovations, and color gray is the main color that John DeLorean personally liked and used.
COLOR
COLOR STANDARDS
01
>>>
R: 20
C: 70
G: 60
M: 65
B: 95
Y: 55 K: 45
PANTONE: 432C
DELOREAN GRAY
HEX :
3D3F44
We present you the 2 main colors of the new Delorean, The color orange represents the energy and passion to create new innovations, and color gray is the main color that John DeLorean personally liked and used.
COLOR
COLOR STANDARDS
02
>>>
255
C: 0
165
M: 40
0
Y: 100 K: 0
PANTONE: 158C
DELOREAN ORANGE
HEX : FFA500
CARBON THIN >>> M I N I T I T L E A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 0 1 2 3 4 5 6 7 8 9
TYPOGRAPHIC SYSTEM >>> T Y P E T H AT M AT T E R S Typography needs to be consistent, so finding the right type for the brand needed extra care. For a futuristic brand we need a geometric typeface. Also the typography needs to work with the logo as well.
D
MANIFOLD REGULAR >>> M I N I T I T L E ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
R
MOVING FORWARD >>> C R E AT I N G T H E B R A N D Now we have refined our logos, itâ&#x20AC;&#x2122;s time to think how it can be used into various occasions and places. Our next step will be to set up some basic guide lines for the our brand and show to our employeeâ&#x20AC;&#x2122;s how it should be used in a proper way. More information can be seen in the up coming Visual Standard Guide.
NEW EXTENSIONS
EDUCATION
E-5 E-3 L- 2
PARTICIPATION S-5
S-2
L- 4
We will divide the new Delorean into 6 component parts that will work and company
L- 5
S-11
L- 6
EX-2
PROJECTION CHART
DISTRIBUTION
S-10
L- 1 EX-1
S-9
S-3
each other. Every section will be a part of a system to collaborate together, educate for the future and produce for the new opportunities.
P-3
L- 7
P-2 EX-4
EX-4 P-5
L- 8 L- 9
P-4 S-6 S-8
DESIGN
MANUFACTURING
E-1 EX-3
DEVELOPMENT
S-4
LEARNING DIVISION
COLLABORATION DIVISION
TRANSPORTATION DIVISION
L- 1 D E L O R E A N I N S T I T U T E
S-2 DELOREAN PUBLIC LIBRARY
P-2 DELOREAN HYPERLOOP
L- 2 D E L O R E A N W O R K S H O P
S-3 FUND RAISING FOR FUTURE
P-3 ELECTRIC - SOLAR VEHICLE
working in harmony, this will create our vision to the
L- 4 D E L O R E A N D O R M I T O R Y
S-4 DELOREAN RESEARCH CENTER
P - 4 F LY I N G M A C H I N E
future. It will start from learning to collaboration and to
L- 5 D E L O R E A N C O N S U L T A N T
S-5 D-CLOUD SERVICES
P-5 DELOREAN FUTURE VEHICLE
L- 6 D E L O R E A N O N L I N E E D U C A T I O N
E-4 DELOREAN EXHIBITIONS
S-9 D-CARGO DELIVERY
L- 9 D E L O R E A N D E S I G N S C H O O L
E-3 INNOVATION WEEK
S-10 DELOREAN FLEE T
E-5 DELOREAN STUDY CENTER
E-2 DELOREAN CONFERENCES
S-11 D-DRONE DELIVERY
L- 7 3 - D P R I N T L A B S
L- 8 D - M U L T I P U R P O S E L A B
EX-4 SPACE EXPLORATION
NEW DIVISIONS Also this 6 component parts will be a part of 3 divisions
transportation divisions.
>>> D E L O R E A N I N S T I T U T E ( D - C A M P U S) Delorean Institute is dedicated to catalyzing innovative solutions to global needs of modern education system. In here we will create the future with collaboration.
01 EDUCATION Every thing starts with educating yourself and giving back to society. For building a better community, we plan to encourage many creative, innovative and productive minds to join us. Delorean will provide the necessary tools, products, places, educators and the much needed technology to the students that will be a part of the future generations of our family. We want to start the innovation and creation process from education and move on from there step by step.
The function of education is to teach one to think intensively and to think critically. Intelligence plus character - that is the goal of true education.
>>>EN
>>>EDU
>>>EX
>>> D E L O R E A N W O R K S H O P This will be short period programs and lectures for people who wants to get more knowledge and information in shorter time. This will be open to public. >>>EN
>>>EDU
>>>EX
>>> D E L O R E A N A C A D E M Y In the academy we will raise a new generation of critical thinkers, visual artists, future mechanics and many other branches of education systems. >>>EN
>>>EDU
>>>EX
>>> D E L O R E A N D O R M I T O R Y Our students will need a space to live, as Delorean we see ourself responsible for their own safety and well being. It’s not about just giving education, its about creating a lifestyle. >>>EN
>>> D E L O R E A N L I B R A R Y If there is a high education for future innovators, there should be a library to discover and work. We care about the core education system, that’s why every educative structure needs a library. >>>EN
>>>EDU
>>> D E L O R E A N O N L I N E E D U C AT I O N These educational programs are available in the forms of exhibitions, lectures, seminars, workshops and rigorous hands-on training. Online education, videos, tutorials and lectures will help many who cant reach us >>>EN
>>>EDU
>>> D E L O R E A N S T U D Y C E N T E R The study center serves as a public space for all interested individuals, groups, and classes to attract more people that wants to learn hand on hand. >>>EN
>>>EDU
>>>EX
>>> D E L O R E A N C O N S U LTA N T Doesn’t matter where you are or what situation you are in, our professional squad will handle the problems and work together to solve it trough. >>>EN
D-CAMPUS This will be the corner stone of our brand, where all bright minds get together for the future. Delorean will build a huge campus for innovators, creators and designers to work together.
02 PARTICIPATION Teams that work corroboratively can obtain greater resources, recognition and reward when facing competition for finite resources. Collaboration is where two or more people or organizations work together to realize or achieve something successfully. In the new Delorean we strongly believe to come together, work together and be together in order to produce and innovate.
Connectivity is increasing, and teamwork is seen as a key to organizational success.
>>> D -TA L K S Step in to the special events that will take place in our locations for people who wants to get more experience, listening market leaders and visionaries.
>>> F U N D R A I S I N G F O R F U T U R E To support more and more people to be innovative we will do many fundraising events to gather people for a good cause.
>>>EX
>>>SV
>>>EDU
>>>EVN
>>> D E L O R E A N C O N F E R E N C E S These Conferences will take every 2 months to gather people in our community and invite many innovative people around the world. This will show the dedication of Delorean for future innovators. >>>EX
>>>EDU
>>>EVN
>>> D - E X H I BI T I O N S This place will be a showcase for the works and innovations that have been made by the bright minds, combining creativity to encourage more people to join. >>>EX
>>>EVN
>>>EDU
>>>EVN
>>> D E L O R E A N D E S I G N F E S T I V A L Itâ&#x20AC;&#x2122;s not always good to work, sometimes you need to change your perspective. We will invite creatives and makers to participate in the design festival collectives. >>>EX
>>> 3- D P R I N T L A B S What feels better to hold your design in your hands and see how it works. With 3-d printing we know many innovators will achieve much more productivity >>>EN
>>>EX
DELOREAN CONFERENCES These Conferences will take every 2 months to gather people in our community and invite many innovative people around the world. This will show the dedication of Delorean for future innovators.
03 DESIGN
04 DEVELOPMENT
>>> D E L O R E A N W O R K S H O P This will be short period programs and lectures for people who wants to get more knowledge and information in shorter time. This will be open to public.
>>> M AT E R A I L R E S E A R C H C E N T E R Discovery in materials science can be through new structures, new properties, new composites, and new understanding of materials from properties to the synthetic pathways.
>>>EN >>>EDU >>>EX
03-04 DESIGN& DEVELOPMENT
>>> D -T E C H C O M M U N I C AT I O N S With out communication a project would just collapse to pieces. We know our community will need cutting edge technology in order to have a clean flow of info. >>>PR
disciplines brings together the physical and life sciences with engineering and computation to solve the most complex problems facing society today and in the future.
First step for productivity is learning how to use what you got.
>>> D -T E C H R O B O T I C S Improving AI leads us to many possibilities, one of them is robotics. Future of robots is to assist and help people in their complex work environment. >>>SV
>>>EDU
>>> D - S T O R E People will need tools to create, so we will provide the best equipments to them combining our expertise. >>>PR
>>>SV
This department will focus on creating and finding complex solutions. This is where culture of strong collaborations across disciplines will come together. This
>>>EN
>>>EN
>>>EX
>>> D - L A B S For innovators from different areas of creation, we will provide many variety of labs to accomplish the needs of our community. >>>EN
>>>EDU
>>>EX
>>> D E L O R E A N D E S I G N S C H O O L Our design schools will be offering resources and educational platforms that inspire the next generation of design + science practitioners.
>>> D - C L O U D In the age of technology and communication we will need a system that will help record and keep the data secure. This system will provide the data needs of our community.
>>>EN >>>EDU >>>EX
>>>PR
>>> D -T E C H A R T I F I C I A L I N T E L L I G E N C E Artificial intelligence has become a big part of future development in order to assist and help people in their creative projects. >>>SV
>>>EX
>>> D E L O R E A N M U LT I P U R P O S E FA C T O R Y Shipment is a big key element in the global world order. In order to transfer equipments to clothing to electronics, anything that we use probably is using ships. We want to create a new system not reliant to gasoline rather to clean energy. >>>SV
05 MANUFACTURING When John Z. Delorean stand up against all odds to his favor when he was building his own factory, he changed the way of manufacturing from scratch. He visioned many new tactics in order to keep producing. Because of this, new
Most important step in building a cohesive manufacturing team is establishing authentic trust.
>>>SV
>>>EX
>>>PR
>>> D E L O R E A N H Y P E R L O O P This will be a alternative solution to air and land transportation for all human kind. Built on tunnel systems, there will be no traffic or accidents.
>>> S O L A R P O W E R E D S H I P S Shipment is a big key element in the global world order. In order to transfer equipments to clothing to electronics, anything that we use probably is using ships. We want to create a new system not reliant to gasoline rather to clean energy.
>>>SV
>>>SV
>>>EX
>>>PR
Delorean will also follow his steps. We will have the most sophisticated manufacturing systems for our workers, students and collaborators.
>>> D E L O R E A N A C C E S S I B L E V E H I C L E We care about communication but also we want to take care of the transportation problems around the world by solving it with easy and affordable solutions.
>>> E L E C T R I C - S O L A R V E H I C L E As Delorean we know that, to create a clean future we should never be dependant to gasoline. Future is in solar energy and electric transportation. >>>SV
>>>EX
>>>PR
>>> A I P O W E R E D A S S E M B LY S TAT I O N S Working with our AI department, Delorean aims to create the cutting edge manufacturing systems to empower the market. It will be non-false proof and faster than any other device. >>>SV
>>>EX
>>> C O M M E R C I A L S P A C E C R A F T What is next? What will be the future of transportation be? We believe its beyond our regular space. Delorean will invest in space travel programs. >>>SV
>>>EX
LAB_03: TRANSPORT SYSTEMS
FUTURE CARS
06 DISTRIBUTION Distribution is the last part of our cycle. We plan to create a new and technologically evolved fleet in order to connect with the world. After producing the goods, they need to be delivered to reach its last destination. This is where Delorean take action. D-Cargo will be there for all shipping deliveries, Delorean Fleet for transatlantic journeys, air cargo for bigger distances and our newest system drone delivery.
No matter what products you sell, much of what it takes to run a successful wholesale distribution business today is the same across industries.
>>> D - C A R G O An essential part of the distribution team will be the Cargo department. In the air or in the road, D-Cargo will take care any type of delivery.
>>> D E L O R E A N D R O P O F F P O I N T S These places will be stations to leave your package to our safe hands to deliver. It will be located in many parts of the city.
>>>SV
>>>SV
>>> D E L O R E A N F L E E T When the D-Cargo needs extra help the fleet will be there to take over the world. Our fleet will be latest technology solar powered ships to carry any kinds of items and goods.
>>> D - D R O N E D E L I V E R Y As drones begin to play a bigger role in our personal and business lives, the drone delivery market is still at the beginning stages. As Delorean we want to get involved in this type of new delivery method as well.
>>>SV
>>>SV
>>> D E L O R E A N A I R - C A R G O When the D-Cargo needs extra help the fleet will be there to take over the world. Our fleet will be latest technology solar powered ships to carry any kinds of items and goods. >>>SV
>>>EX
To get more information, please visit our website at:
F U T URE-OF-INNOVAT ION.US
ITâ&#x20AC;&#x2122;S INEVITABLE THAT THE COMPANY WILL COME BACK. -J O H N Z . D E LO R E A N
THANK YOU FOR WATCHING m u r a t
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