SUBARU REDESIGN PACKAGE 1
Subaru REDESIGN Package Written and Designed by Kristen Carroll Design Systems 2014, The Rocky Mountain College of Art & Design
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BUILDING THE BRAND Notes from the Author Mission Statement Research and Design Statement Core Values & Attributes Customer Personae Products and Service List
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DESIGN Logo Evolution Typographic Program Final Color Palette Approved Textures
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PRINT & DIGITAL COMPOSITIONS Digital Mock Ups Digital Connection Map Print Components Environmental Graphics
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a note from the author:
ubaru is a company that provides high performance vehicles for a multitude of sports, and uses hobbies. Such a relationship integrates Subaru vehicles deeply into the lives of its owners. Subaru vehicles are unique due to their rugged durability and their ability to drive on and off road in terrains other vehicles simply could not travel. Subaru implements technology such as all wheel drive and horizontal engine blocks, making it a highly successful machine for rally and off track auto-racing. I would personally assume that a vehicle with such an excellent track record both on and off road as well as advantaged technological features and the highest safety ratings on the market would be out of my reach financially. However, in this specific case, that couldn’t be more untrue. Subaru makes virtually every model in an extremely affordable price range, allowing owners from different backgrounds and incomes to enjoy the benefits of owning a Subaru. One of Subaru’s core philosophies is to provide a vehicle that is affordable to purchase and own without sacrificing performance, luxury or durability. You could then see why there are many advantages has established an extremely loyal fan base (and not to mention some diehards). The bottom line is that Subaru has accommodations for virtually anyone—from professional rally drivers to a family of 4. 4
“Subaru of America vows to continually harvest intuitive & progressive technology while continually advancing as a
modern and safety oriented car company that functions with little impact on the environment as possible. Our intent to nurture
the needs of every client will be interminable as we exist to satisfy the needs of our customers, even to the most minute detail.� 5
RESEARCH AND DESIGN
PROCESS This project was created individually by graphic design students in an intense, eight week course at the reputable art institution, the Rocky Mountain College of Art & Design. The project proved to be extremely research intensive, requiring several weeks of scrutinization and investigation to adequately identity the culture and complex identity of Subaru automotive. A broad target audience hats been developed, as well as an appreciation for the various Subaru models. With an established comprehension of Subaru’s identity, the redevelopment of Subaru’s brand took place, forming a redesign based on Subaru’s core concepts. This project aims to establish the parameters of Subaru’s redesign, representing Subaru as a contemporary, technologically advanced company with a unique appreciation for innovation, environmental conservation, as well as affordability and accommodation to it’s customers.
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CORE VALUES
Client Appreciation & Understanding
A Firm Belief in Safety & Technology
Environmental & Personal Responsibility
We are driven by your needs (and wants... like maybe that BRZ or WRX for Christmas...), having achieved an excellent reputation known for placing client needs at the top. Subaru strives to deliver exceptional CUSTOMER SATISFACTION— something we are very good at and proud of! We hope to provide solutions to everything you need automotive.
Subaru continually advances by integrating INNOVATIVE & MODERN TECHNOLOGY as a standard for each Subaru vehicle. Doing so has provided longer lasting, more reliable vehicles that are statistically proven to be a safer option for you & your family both on and off road.
We are deeply committed to providing safe, award winning, highly rated vehicles for you & your family while building cars according to PEOPLE & ECO-FRIENDLY standards. This belief system has forged the foundation of our company, something we hope other car manufactures will do as well. 7
affordable diverse
safe & secure accommodating
long-lasting technological 8
customer
personas
Need for safety ratings: LOW Appearance < cost Additional characteristics: Possible pet owner Likely moves frequently due to renting properties and college (The College Student): Car likely to suffer abuse of first time car owner and small accidents. Interior: Cloth (more durable) Automatic/Manual: Auto, possibly a new driver
The College Student Age Group: Young, 18-24 Geography: City or college campus Marital Status: Single Job: Part time to full, low pay Income: Lower bracket Credit: Little to no established credit, possibly bad credit. New or Used Car: Used Hobbies/activities: kayaking, bicycling, low cost sports, likely active due to youth Pets: possibly Need for fuel efficiency: HIGH Commute level: HIGH Need for luxury: LOW Need for space: LOW - MOD Need for cost efficiency: HIGH Need for tech. features: LOW
Attitude/personality: If cost is a constraint (financial limitations is more frequent with young college students. Those that fit this profile are likely more open minded and less concerned about the smaller details regarding their vehicle. Vehicle reliability, appearance and/or luxury items are likely desired, but not at the top of the list.
The Established Adult Age Group: 25-35 Geography: City, suburbs Married/Single: Married Job: Full time Income: Moderate Credit: Established New or Used: New Hobbies/activities: Yoga, walking the dogs, working out at home or the gym, volunteer Pets: Yes, or attaining one in the future Need for fuel efficiency: MOD - HIGH Commute level: MOD Need for luxury: MOD Need for space: MOD - HIGH (growing family) Need for cost effectiveness: MOD Need for tech. features: HIGH Need for safety ratings: HIGH Appearance > cost
Additional characteristics: A greater likelihood of an established job and income. Growing families are popular in this age group, requiring more space in the car. Families sometimes purchase or adopt a pet for the family, requiring a vehicle that is pet friendly. Finances/credit are better established with a greater ability to borrow for a new vehicle. With a greater tle wiggle room on finances, owners can afford luxury items or add ons. Interior: Cloth (more durable for kids &/or pets), leather for those who might have older children, no children or no large pets. Auto/Manual: With more driving experience under their belt, one might be more likely to purchase a manual transmission. Attitude/personality: With more purchasing power, customer has ability to focus on smaller details vs. mere transportation reliability (ie. car that gets from point a to point b for those early in their careers, between jobs or in school, etc). 9
SUBARU Product List
Subaru come in a multitude of options: from high performing vehicles both on and off road, such as the Subaru BRZ, to the sporty, rugged, and extremely efficient XV Crosstrek Hybrid !! 10
DESIGN &PRINT 11
LOGO
CONFIDENCE IN MOTION S u b a r u ’s i c o n i c , s t a r - fi l l e d l o g o
representation is indicative of
t h e s t a r ’s o v e r a l l o r g a n i c m o o d
has been redesigned to
S u b a r u ’s r e l a t i o n s h i p w i t h i t s
indicate a deep consideration
represent a modern, clean-lined
m o t h e r c o m p a n y, F u j i H e a v y
for the environment. Fuji Heavy
and intricate geometrc shape,
Industries Ltd., as well as 5
Industries success lies in the
r e m i n i s c e n t o f S u b a r u ’s o r i g i n a l
other strong and independent
companies deep regard for
six star logo structure. The
sister companies, combining to
customer appreciation, all
r e d e s i g n e d l o g o ’s s t u c t u r e u s e s
form one. The precision and
aspects aligning to the
multiple shapes to overlap,
c a l c u l a t i o n o f t h e l o g o ’s c o n t o u r
c o m p a n y ’s m i s s i o n s t a t e m e n t
representing the relationship
l i n e s e c h o t h e c o m p a n y ’s
and overall objectives.
between multiple companies
emphasis on technology and
combining to form one. Such
s c i e n t i fi c a c h i v e m e n t s , w h i l e
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LOGO
Eq ua l spac i ng
CO N FIDEN CE IN M OT IO N
CONFIDENCE IN MOTION
Subaru confidence in motion
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LOGO
A l ig n center
R atio 3.75:1
Con sistent S pac i ng
CONFIDENCE IN MOTION 14
Final Logo Concept
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ubaru’s redesign echos previous company designs which imcorporated strong astrological symbols, remeniscent of Subaru six sister companies and parent company, FHI. The logo has expanded, portraying Subaru as a more mature and established entity, using size as structural hierarchy to signifying Subaru’s success and strong foundation. Subaru’s logo recognizes and gently solutes its sister companies by hanging an elegant star staped path in the foreground. This path appears to be held up by the more solid star in the logo’s background. A slight gradient has been used to achieve a sense of texture and refinement. The color palete is kept simple, adhering to analogous hues and stark contrast of values. 15
typographic program
Aa Aa
N I VUEN R ISV E R S
d e f g ah bi jckdl emf n ghijklmn r s t uo vp w q rx sy tz u v w x y z D E F AG BHCI J D KE LF G H I J K L O P Q RMSNT O U PV Q WR S T U V W YX ZY Z % & ’ ( ) !*”+#, .$/% :;< &=’ (>) * + , . / : ; < = > ] 1 2?3@ 45 [ \6] 7 8 9102 3 4 5 6 7 8 9 0
Glypha Lt Std pairs perfectly with Univers, offering contrast via modern, flat footed serifs, mirroring Univers’ structure & x-height.
Univers is a modern & clean sans serif font family with a plethora of weights, styles and versatility. P.S. The handwritten font used is called Mathilde!
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color palette inspiration for redesign
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COLOR PALETTE Neutrals paired with vibrant tertiary colors formulate a sophisticated and unique quadratic color scheme. The palette provides a mix of analogous and complementary elements, creating a sophisticated blend that is both aesthetic pleasing
and
functional.
Each color has been carefully selected, taking into consideration any cultural or emotional contraindications associated with the color. Borrowing colors from inspiration and breathtaking settings seemed only naturalâ&#x20AC;&#x201D;emphasizing the relationship Subaru vehicles and owners frequently have with their environment.
HEX: 133f56 RGB: 19 62 82 PMS: 7546 C HEX: 22727a RGB: 34 114 122 PMS: 7475 C HEX: ddce21 RGB: 221 206 33 PMS: 611 C HEX: fbe8a5 RGB: 251 232 165 PMS: 607 C HEX: 997d3a RGB: 119 99 54 PMS: 7769 C HEX: 55401e RGB: 85 64 30 PMS: 7553 C HEX: 853951 RGB: 133 57 81 PMS: 506 C
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texture The textures have been tailored specifically for Subaruâ&#x20AC;&#x2122;s revamped brand & image. Textures are used (among several other techniques) to strengthen the over all voice and identity of this package. Some textures are digitally rendered, mimicking the complex shapes a Subaru star can form. These have a technological voice. Others are intimately close photographs that examines the various beautiful textures one may come across when traveling in their Subaru.
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Textures
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digital devices
The Subaru website translates beautifully to tablet or moble devices via intuitive design and interface. 22
digital devices
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Digital Connection Map
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Paper and business cards wil have teal edges
Kristen Carroll SALES ASSOCIATE
1-800-SUBARU3 EXT. 123
Subaru of Jacksonville 123 Western Blvd. Jacksonville, NC 28546-6000 TEL. 910-450-7799 FAX. 910-450-7000
www.subaru.com
P.O. Box 6000 Cherry Hill, NJ 08034
Lorem ipsum dolor sit amet, DATE 08.12.2014 SUBARU: CORPORATE TEL. 1-800-SUBARU3 Subaru of America, Inc. Subaru Plaza P.O. Box 6000 Cherry Hill, NJ 08034-6000 WWW . SUBARU . COM
Subaru of America P.O. Box 6000 Cherry Hill, NJ 08034-6000
Mrs. Kristen Carroll 301 Caldwell Loop Jacksonville, NC 28546
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Limited Edition Stainless Steel Canteens
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PRINTED PACKAGING Packages that strengthen Subaruâ&#x20AC;&#x2122;s brand and image. These items can be purchased or given away with the purchase of a car. The roadside assistance bag and first aid kit would serve clients well as a standard item sold with all vehicles, especially those built for off road driving. 27
Environmental Systems
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Environmental Systems
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