UNIQUE!
Table of Contents 1.0 Research
4.0 Brand Solutions
1.0 Research ..........................................2 1.1 Abstract ........................................3 1.2 Research Paper ................................4 1.3 Creative Brief ...................................5 1.3 Demographic ...................................7 1.4 SWOT Analysis ..............................8
4.0 4.1 4.2 4.3 4.4 4.5 4.6
2.0 Creative Development 2.0 2.1 2.2 2.3 2.4
Creative Development ..................10 Design Research .............................11 Competitive Analysis ...................12 Custom Culture .............................15 Moodboards .............................16
3.0 Style Guide 3.0 3.1 3.2 3.3
Style Guide Logo Guide Color Guide Typography
...................................20 ...................................22 ...................................23 ................................24
Brand Solutions ............................28 Wire Frames .............................30 Print Advertisement ....................31 Email Campaign ...........................32 Web Assets ................................33 YouTube Video ............................34 Social Media ............................36
5.0 References 5.0 Reference ....................................38 5.1 Reference List .............................40
1.0 Research
1.0 Research
RESEARCH 1.0 Research
.............................2
1.1 Abstract
..............................3
1.2 Research Paper .....................4 1.3 Creative Brief ..........................5 1.3 Demographic .........................7 1.4 SWOT Anaylsis .....................8
1.1 Abstract Honda Ruckus is a campaign media design project that will show a rebrand of the Honda Ruckus a 50cc motor scooter designed and sold by Honda Motor Corporation. The Honda Ruckus is the leading motor scooter in its class, and with its helix frame design makes it a very uniquely different scooter then any other on the market currently. The rebrand project of the Honda Ruckus will focus on the economic and fuel-efficient features of the scooter, as well as the fairly unknown customizable features of the scooter. The customizable features come from a widely available after-market part availability to the scooter, and a culture that has developed around the scooter in the customize world. Keywords: Honda, ruckus, scooter, fuel-efficient, economic, customize
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Honda Motor Company has been producing scooter since 1954. The first scooter produced was the Juno KA and was only available in Japan (Guide, 2012). Since that original scooter Honda has produced many scooters and mopeds through out its rich history as a motorcycles/ scooter manufacturer. One of Honda Motor Company’s best selling scooters in the world of all times was the “Cub”(Guide, 2012). The Honda scooter era in America started in the 1980’s, and the scooters produced in America were also introduced in Canada, giving Honda a total North American span on their scooter sales. The first scooter Honda sold in North America was the NB50, which was later changed to the Aero 80, after being updated and enlarged. Honda’s scooter era in the 1908’s included a few different versions of the Aero scooter, and their most popular scooter of that time period the Honda Elite. Throughout the 1980’s Honda stopped production on a few scooters like the Honda Elite, and them brought back into production due to consumer inquiries and demand of the scooter’s return. In 1986 the helix design of the Honda Ruckus was first introduced, and at that time it was named the Helix CN250, the original maxi-scooter (Guide, 2012).
1.2 Research This scooter was the first with the low design, but it was longer than the Ruckus, and it had a trunk, which made it cool for long distance riding. The Ruckus as we now know it today was introduced 2003, and was a landmark in scooter design. The most significant attribute of the Ruckus was its radical styling, which resembled no other scooter. The radical design of the Honda Ruckus came form the Helix design of the frame, and the frame was also set lower to the ground, then most other scooters. This mad riding the scooter and operating the scooter easier for most riders, even for the novice who may have never rode a scooter before. This concept had never been done on a scooter before, and does not resemble any other scooter on the market even in today’s market. Since its introduction, the Ruckus has become very popular with a large after-market part scene now present. After one year it was discontinued, the aging Helix design was revived again in response to enthusiastic cries of those who weren’t happy with the modern styled reflex. This was the second time the Helix was resurrected since its initial introduction way back in 1996 (Guide, 2012).
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1.3 Creative Brief
Unique Selling Proposition (USP): 50cc motor scooter, that can tackle in terrain you may encounter while in urban traffic. The Ruckus gets 114 MPG (miles per gallon), and has a 1.3-gallon tank. It also has a MSRP starting price of $2500.
Key Tenets: Fun
Economical
Unique
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Primary Product(s) or Service(s):
1.3 Creative Brief
Knobby Tires Helix design frame Fuel Efficient Over-size Headlights Low to ground Easy to ride After-market parts
Competition: Yamaha Zuma Kymco Cobra Cross Aprilla Rally 50 Aprilla SR Motard 50 Genuine Roughhouse R50
Ability to be customized
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1.3 Demographics
The target demographics will span from college students with a starting age of 23 years old, to mid thirty year old business professionals who are economically conscience, and have an age range of about 35-37 years of age.
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1.4 SWOT Analysis
STRENGTHS • Fuel Efficiency • Economically • Unique Design • Customizable • Oversized Tires for any type of pavement • Low Seat and Step Through design great for riders of any size.
OPPORTUNITIES • Can be customized with big engine for more power • Can be customized to owners specific style. • Great for College Students • Future production to boast bigger stock engines, with more power
WEAKNESSes • Stock engine not Strong • 30-35 mph top speed • No Storage capability • Safety equipment (Brakes) could stop better
THREATS • Small engine, not enough power • Competitor’s scooter, and other scooter in class faster stock scooters • Complaint’s that MSRP make be marked to high for quality of scooter • Scooter design unique but not practical
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2.0 Creative Development
2.0 Creative Development
CREATIVE DEVELOPMENT 2.0 Creative Development ...........10 2.1 Design Research
..................11
2.2 Competitive Analysis ..............13 2.3 Custom Culture .....................14 2.4 MoodBoards . .........................16
2.1 Design Research
Vision:
The vision for the Honda Ruckus project is to rebrand the ruckus into a scooter that will appeal to an array of people. With it’s unique design, and the ability to be customized due to after-market parts the Ruckus has the ability to appeal to riders ranging from college students, to business professionals, and lastly to the novice and sports rider a like.
Synopsis The concept of the project is to show how the Ruckus is a fuel efficient scooter, also the economic value of the scooter, and the stock features on the scooter that make it a great way to get around town. The other concepts that are being focused on for the Honda Ruckus are the surplus of after-market parts that are available to the Ruckus, these parts have allowed for a sub-culture of Ruckus riders that customize the scooter into street custom, with an identity that is unique to the designer, and the custom clubs that ride them. The last concept is to show the Ruckus also as a scooter that is unique enough to be seen in the A-list of urban spots, and also add to the character of the rider, which may appeal to the opposite sex.
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2.1 Design Research
Goals:
The goals of the Honda Ruckus project, is to generate an over all interest into the scooter. Maintain the statues as the leading 50cc scooter in it’s class, and to bring a spot light on to the sub-culture of street customs that are being built from the Ruckus.
Tag line(s): Uniquely Ordinary Economical, Fuel-Efficient, and Fun to Drive! Bigger then it looks. An adventure in every ride. Unique! Not for the Ordinary. Take control of your ride. This is not your parent’s scooter. Ruckus What? Wanted Serious Minds, and Adventurous Bodies.
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Honda
Yamaha
Scooter Make 13
Kymco
Two of the main competitor’s to the Honda Ruckus are the Yamaha Zuma, and the Kymco Cobra. Both are in the 50cc scooter class, through there may be a few features such as standard speed directly from the showroom floor, where they might out perform the Ruckus. The Ruckus leads, or out perform them in may different ways, such as Miles Per Gallon, or just unique features of the Honda Ruckus scooter.
Miles Per Gallon
10 20 30 40 50 60 70 80 90 100 200
COBRA 80+ MPG
ZUMA 89 MPG
RUCKUS 114 MPG
2.2 Competitive Analysis
Engine Type 49CC, Single Cylinder, 4-Stroke, Liquid Cooled, Carburetor
Fuel Electric Fuel Pump & Choke, 1.3 Gallons
BRAKES Front - Drum Back - Drum
Suspenison
Engine Type 50CC, Single Cylinder, 4-Storke, Air Cooled, 4-valve
Fuel Electric Fuel Injection,1.6 Gallons BRAKES Front - Disk Back - Drum
Suspenison
Front:Twin Double Tube Fork Back: Single Shock
Front: Telescopic Forks Back: Dual Shock
MSRP: $2,649
MSRP: $3,390
Engine Type 49.9CC, Single Cylinder, 2-Stroke, Air Cooled, Reed Valve
Fuel Gas/Oil Injection, 1.5/5.7 Gallons
BRAKES Front - Disk Back - Drum
Suspenison Front:Telescopic Forks Back: Twin Sided Swing Arm
MSRP: $2,399
2.3 Custom Culture
With the Helix design of the Honda Ruckus the customize factor comes in to play. With the unique open look helix design frame of the Honda Ruckus it allows customizers to have the room and flexibility to be creative when it comes to designing fresh new looks of the Honda Ruckus. With a surplus of after-market parts, the creativity of customizing the Honda Ruckus has lead to a street and hobby culture that consist of custom Ruckus scooter clubs, and a sexy appeal that usually only seen in custom car magazines.
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2.3 Custom Culture
Customs, Clubs, and Pin-Ups
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2.4 Moodboards
The moodboards above are used to show the creative development of the rebanding of the Honda Ruckus project. The moodboards are used to show the path the campaign took in logo development in comparison to the imagery used in the campaign. They also were used developing the concept of how to represent the Key tenants in a visual aspect. With the key tenants being Unique, Economical, and Fun, each moodboard represent at least one aspect of the key tenets. From the development of the moodboards, the current concept for the Honda Ruckus project book. It was through the concept and development of the moodboards, that the concept and idea of the project was able to come together.
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3.0 Style Guide
3.0 Style Guide
STYLE GUIDE 3.0 Style Guide ...................20 3.1 Logo Guide ....................19 3.2 Color Guide ...................23 3.3 Typography ...................24
3.1 Logo Guide
Logo concepts and sketches
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3.1 Logo Guide
• Honda Ruckus full logo can be increased to fit larger products, but must remain proportional to product size • Honda Ruckus full logo can be decreased to any size that keeps the logo legible, and must remain proportional in size.
• Single letter “R” is used as a free standing logo for Honda Ruckus rebrand. • “R” can be sized up to fit bigger products, but must stay proportional in size. • “R” can be sized down to any size that is legible, and keeps logo proportional in scale and size.
Effects Stroke: Leading is less then 1pt, depending on size. Stroke color is Cyan 9 percent. • Stroke has a 3-D bevel with a depth of 20pt, X-axis= R, Y-axis= R degree, and Z-axis= R degree • Effects can be applied to both Full logo, and free standing “R” logo.
R
R
R
R
R R
R
R
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3.1 Logo Guide R R R R
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• Honda Ruckus logo with stroke of “R” in Cyan, and with no Cyan 3-D stroke effect or shadow added.
• Honda Ruckus logo outlined with no Cyan stroke 3-D effect added.
• Honda Ruckus logo reversed with no Cyan stroke 3-D effect added.
• Honda Ruckus logo reversed with Cyan stroke on same solid color Ruckus blue/gray background.
3.1 Logo Guide
R R
R
• Honda Ruckus logo not to be used with same color stroke, on same color background.
R
• Single “R” Honda Ruckus logo should not go any smaller, then Logo indicated above to the left. To make sure logo is eligible. R
R R R
• Do not reverse color scheme of logo, Cyan highlight should never be used as primary solid color.
R R
R
R
• Honda Ruckus logo should not go any smaller, then Logo indicated above to the left, to make sure logo is eligible.
• Do not reverse color scheme of logo, Cyan highlight should never be used as primary solid color.
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3.2 Color Guide
Solid Primary color
CMYK
Highlight / Secondary color
RGB
C= 64%, M= 47%, Y= 40%, K= 10%
R= 101%, G= 116%, B= 127% #65747F
Pantone Solid Coated 431C
CMYK
RGB
C= 9%, M= 0%, Y= 0%, K= 0%
R= 228%, G= 245%, B= 253% #e4f4fd
Pantone Solid Uncoated
Pantone Solid Coated
Pantone Solid Uncoated
7477U
656C
7541U
The color scheme for the Honda Ruckus rebrand project is a simple color scheme. The primary color is a grayish-blue color, and is the primary solid color in the rebrand campaign project. This color will be seen in all logos, and other assets where a primary color is needed. The Highlight color or secondary color is Cyan set at 9 percent. This color is used only to highlight the primary color, and as a secondary color to the highlight color when needed.
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3.3 Typography
SPACE AGE 1 2 3 4 5 6 7 8 9 0 ( ) - + = ABCDEFGHIJKLMNO ; : ‘ “ , . ? / ! ^ PQRSTUVWXYZ @ # % $ & *
REXLIA 1234567890()-+= ABCDEFGHIJKLMNO ; : ‘ “ , . ? / ! ^ PQRSTUVWXYZ @ # % $ & *
Sketch Rockwell 1234567890()-+= ABCDEFGHIJKLMNO ; : ‘ “ , . ? / ! ^ PQRSTUVWXYZ @ # % $ & *
The fonts used for the Honda Ruckus rebrand campaign project are Space Age, and Rexlia. Both fonts were retrieved form Dafont.com. Space Age font is used in the “R” in the Ruckus logo, and Rexlia font is the font used for “uckus” part of the Ruckus logo. Rexlia is also the font used as the subject header font for the Honda Ruckus project book. The section header and tag line font is “Sketch Rockwell”. This font was picked for the sketch look that fit well with the tech and modern idea concept of the Honda Ruckus rebrand.
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4.0 Brand Solutions
4.0 Brand Solutions
BRAND SOLUTIONS 4.0 Brand Solutions ...............28 4.1 Wire Frames .....................30 4.2 Web Assets ......................31 4.3 Print Advertisement ..........32 4.4 Email Campaign ...............33 4.5 YouTube Video ..................34 4.6 Social Media .....................36
4.1 WireFrames
Website WireFrames
27
4.1 WireFrames
Website WireFrames
28
4.1 Web Assets
Website Design
29
4.1 Web Assets
Mobile UX Design
30
4.2 Print Advertisement
Print Advertisement
31
4.3 Email Campaign
Email Campaign
32
4.4 Social Media
33
4.4 Social Media
34
4.5 YouTube Video
YouTube Video
35
4.6 Infographic
Infographic
36
5.0 Reference
5.0 Reference
Reference
5.0 Reference ...............38 5.1 Reference List
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5.1 Reference Images StickyDilJoe (Photographer). (2011). Custom Ruckus in car show. (Digital Photo). Retrieved from http://stickydiljoe.com/2011/08/11/spocom-2011-coverage-part-1/ Lopetz. (Photographer). (2009). Guy and Girl on Ruckus. (Digital Photo). Retrieved from http://zoomerboys.freeflux.net/blog/archive/2006/09/ Fatphos (Photographer). (2010). Meet Tiff C. (Digital Photo). Retrieved from http://standardfunctions.com/?p=536 Honda (Corporate). (2012). Honda Ruckus. (Digital Image). Retrieved from http://powersports.honda.com/2012/ruckus.aspx Kustom King (Photographer). (2012). Honda Ruckus. (Digital Image). Retrieved from http://kustomking.blogspot.com/2012/03/honda-ruckus.html Garlitos, Kirby (Photographer, Editor). (2012). 2012 Honda Ruckus. (Digital Image). Retrieved from http://www.topspeed.com/motorcycles/motorcyclereviews/honda/2012-honda-ruckus-ar131960.html AGW (Blogger). (2008). Honda Ruckus. (Digital Image). Retrieved from http://beta.ar15.com/archive/topic.html?b=1&f=134&t=723927 Madson, Bart (Editor, Photographer). (2012). 2009 Honda Ruckus Scooter Review. (Digital Image). Retrieved from http://www.motorcycle-usa.com/127/3803/MotorcycleArticle/2009-Honda-Ruckus-Scooter-Review.aspx pnwriders.com (Photographer). (2012). Honda Ruckus: LV. (Digital Image). Retrieved from http://pnwriders.com/scooters-mopeds/142198-portland-scooter-riders-9.html PopularModificationMotorcycle (Blogger). (2012). 2010 Honda Ruckus 50 scooter. (Digital Image). Retrieved from http://popularmodificationmotorcycle.blogspot.com/2010/09/2010honda-ruckus-50-scooter.html Burns, John (Editor, Photographer). (2012). Honda Ruckus, All ruck and no sack. (Digital Image). Retrieved from http://www.cycleworld.com/2012/06/22/honda-ruckus/ Heartland Honda (Blogger). (2012). 2011 Honda Ruckus. (Digital Image). Retrieved from http://heartlandhonda.blogspot.com/2010_12_26_archive.html Burns, John (Editor, Photographer). (2012). Honda Ruckus, All ruck and no sack. (Digital Image). Retrieved from http://www.cycleworld.com/tag/scooter/ Chung, Dennis (Writer, Photograher). (2012). Honda Zoomer X Prototype - New Ruckus Concept Revealed in Thailand. (Digital Image). Retrieved from http://blog.motorcycle.com/tag/concept/ Doan, Kevin (CAD Artist). (2012). Misc CAD work. (Digital Image). Retrieved from http://www.coroflot.com/kdoan84/Misc-CAD-work Cyclepedia.com (Website). (2012). Honda Ruckus NPS50 External Components. Retrieved from http://www.cyclepedia.com/honda-nps50-ruckus-online-service-manual/ Faze One Studio (Blogger). (2012). Honda Ruckus. (Digital Image). Retrieved from http://flickrhivemind.net/Tags/honda,six/Interesting DetroitRuckCity (Blogger). (2009). Ruckus Pic of the day. (Digital Image). Retrieved from http://totalruckus.com/phpBB3/viewtopic.php?f=2&t=11326&start=1215 BallSoHard (Blogger). (2012). BeeBe T. “2012 Honda Ruckus”. (Digital Image). Retrieved from http://www.grip-set.com/2012/08/ballsohard-aug-6-10_6.html choochoo (Blogger). (2008). Ruckster: Custom HONDA RUCKUS. (Digital Image). Retrieved from http://totalruckus.com/phpBB3/viewtopic.php?f=95&t=15025&start=165 TMW (Website). (2013). 2012 Honda Review. (Digital Image). Retrieved from http://www.totalmotorcycle.com/motorcycles/2012models/2012-Honda-Ruckus.htm Motorcycle.com (Website). (2013). 2004 Kymco Cobra Cross. (Digital Image). Retrieved from http://www.motorcycle.com/specs/kymco/scooter/2004/cobra/cross/detail.html Yamaha (Corporate Website). (2013). 2013 Zuma 125. (Digital Image) Retrieved from http://www.yamaha-motor.com/sport/products/modelhome/608/home.aspx Naremon (Blogger). (2009). Honda Ruckus 2007. (Digital Image). Retrieved from http://gagascooter.blogspot.com/2009/11/honda-ruckus-2007.html Ruckus Rider (Blog). (2010). Honda Ruckus Chopper Pic of the Day. (Digital Image). Retrieved from http://ruckusriders.wordpress.com/page/2/ vonMonster (Blogger). (2009). StanceWorks: Honda Ruckus. (Digital Images). Retrieved from http://www.stanceworks.com/forums/showthread.php?p=57748 Shevas (Website). (2011). 2011 Honda Ruckus. (Digital Image). Retrieved from http://www.shevasautomanual.com/2011-honda-ruckus/ Celebrity Car Blog (Blog). (2013). Shia LaBeouf’s Honda Ruckus. (Digital Image). Retrieved from http://www.celebritycarsblog.com/celebrity/shia-labeouf/
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5.0 Reference Logo Xaviarnau. (2007, July 7). Honda Motorcycles to ad 500 more dealers. Retrieved on December 15, 2012 from http://bestbikereviewz.blogspot.com/2012/07/honda-motorcycles-to-add-500-more.html
Fonts Callaghan, J. (2005). Dafont: Space Age. Retrieved on October 18, 2012 from http://www.dafont.com/space-age.font Typodermic Font. (2008, August 1). Rexlia. Retrieved on October 14, 2012 from http://www.dafont.com/rexlia.font
Backgrounds Amit. (2012, January 30). 15 Free, Creative & Beautiful Business Card Backgrounds. Retrieved on February 1, 2013 from http://bloggerspath.com/15-free-creative-beautiful-business-card-backgrounds-january-2012/ Guzik. (2012). Mechanical Orb iPad Wallpaper. Retrieved on February 1 2013 from http://www.hdwallpapers4ipad.com/photo/3d_backgrounds/mechanical_orb/1-0-6692
Video Reference
Vanrama. (28, February 2013). London Low Emission Zone Overview. Retrieved on February 28, 2013 from http://www.vanarama.co.uk/a-guide-to-lez/london-low-emission-zone-overview.html Patrick. (2010). Honda Ruckus 50 Scooter Review. Retrieved on February 28, 2013 from http://www.motor-scooters-guide.com/2010-honda-ruckus-50-scooter-review.html Nowak, T. (2013, February 28). Yamaha Zuma 125 Scooter Review. Retrieved on February 28, 2013 from http://www.motor-scooters-guide.com/yamaha-zuma-125-scooter-reviews.html Motor Scooter Guide. (2013, February 28). Kymco Cobra Cross / Racer. Retrieved on February 28, 2013 from http://www.motorscooterguide.net/Kymco/Cobra-Cross/Cobra-Cross.html
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