Sears auto center
Roadhandler Brand Development Design Research & Development January 24, 2013
Roadhandler | recap
RECAP
• Agency and client agreed on: Positioning—Own the road with Roadhandler. Brand tone—Courageous, confident, up-to-the-challenge, responsible • Client confirmed Kontrol Technology not part of Roadhandler brand development • Agency to focus design research and development based on brand positioning • Agency to explore logo treatments (not redesign), color palette, photography and type
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Roadhandler | considerations
Design considerations
• Assess tire retail environments and consumer experience • Identify visual cues associated with brand positioning • Translate brand tone into design elements • Determine what design opportunities will create a distinct presence in the category
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Roadhandler | Retail experience
Sears Auto Center
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Roadhandler | Retail experience
Discount Tire
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Roadhandler | Retail experience
Pep Boys
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Roadhandler | Retail experience
Walmart
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Roadhandler | Retail experience Takeaways
Takeaways
• Visually dense, message is not clear • Emphasis on deals vs. brands • Overwhelming sense of variety and options • Simplicity and focus of SAC materials stand out against the norm
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Roadhandler | “rugged” brands
Timberland
Gerber
Levi’s
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Roadhandler | “rugged” brand Takeaways
Takeaways
• Overall approach is bold but not showy • Few elements used with clear, consistent application • Elements, although prominent, complement rather than compete with each other • Imagery is direct and high-contrast
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Roadhandler | Premium Brands
Apple
Rolex
BMW
Johnnie Walker Blue Label
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Roadhandler | premium brands Takeaways
Takeaways
• Overall approach is “less is more” • Refined use of type and space • Product is shown confidently; all other elements are secondary • Color used strategically (including the absence of color)
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Roadhandler | approach
Design approach
• Simplicity is key = confident, honest, unpretentious (approachable) • Bold = strong, assured, solid • Consistent = dependable, stable, reliable • Thoughtful use of elements = responsible, smart, no-nonsense
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Color Palette
Color Palette | Considerations
Color Considerations
• Fresh, unexpected colors associated with being new, innovative and different • Colors that stand out in category and retail landscape • Evocative of the brand tone (e.g. pastels = soft, brights = confident)
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Color Palette | color landscape
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Color Palette | color landscape takeaways
Takeaways
• Color mainly associated with logo • Red, black, blue, yellow and gray most common • Key color not consistently emphasized through brand elements
Opportunity: orange
• Orange is not common within category • Orange is vivid, bold and confident • Orange associated with energy, warmth and technology
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Color Palette | brands with signature color Tiffany & Co.
Target
Caterpillar
• A strong key color can become an iconic part of a brand • H elps easily identify and recognize brand and related collateral
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Color Palette | Option 1 (reco)
PMS 1665 C
PMS 634 C
PMS 446 C
PMS 636 C
• Bold and modern • Secondary colors have strong contrast to orange • S pirited color combination conveys confidence and innovation
Inspiration 19
Color Palette | Option 2
PMS 718 C
PMS 302 C
PMS Warm Gray 4 C
PMS 603 C
• Strong and industrial • Secondary colors are more neutral and thus further promote orange • P rominent but not gaudy
Inspiration 20
Color Palette | Option 3
PMS 1645 C
PMS 4625 C
PMS 309 C
PMS 390 C
• Environmental cues • Earthy, grounded • T ies back to Roadhandler use and ruggedness
Inspiration 21
Logo Treatments
Logo Treatments | Considerations
original logo
Logo Considerations
• Preserve the original logo form • Any additional elements should add to, rather than subtract from the logo. • Increase ownability with subtle cues to brand story
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Logo Treatments | Color
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Logo Treatments | Shape
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Logo Treatments | Dimension
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Logo Treatments | Underline
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Logo Treatments | symbolic mark
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Logo Treatments | Reco 1
b/w
color*
• Conceptual approach: dotted line represents rough road; clean line denotes Roadhandler experience (a smooth ride) • Simple graphic leaves room for evolution • Subtle integration of brand story into logo
*For example only, formal color exploration to follow.
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Logo Treatments | Reco 2
b/w
color*
• Dimensional feel adds weight and robustness to original mark • Simple graphic addition leaves room for evolution • U nique in category
*For example only, formal color exploration to follow.
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Logo Treatments | Reco 3
b/w
color*
• Addition of front graphic creates complete/considered logo feel • Simple graphic conveys “tough and durable” • Immediately tells the consumer some of the brand story
*For example only, formal color exploration to follow.
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Photography
Photography | Considerations
Photography Considerations
• Both rugged and premium brands keep imagery strong but simple • Photography style can be the difference between blending in or standing out • Category images are typically busy, using the same angles, cropping and lighting (reference page 16) • Clear opportunity to create a point of difference for brand
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Photography | Environment
• Straightforward angles • Familiar, relevant settings • Simple visual focus with graphic quality • Lighting feels natural and unforced
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Photography | Product
• Tight crops keep focus on product • Plain simple backgrounds, natural materials when possible • Product should feel heroic, fearless and durable • Distinctive striking approach
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Typography
Typography | look & feel
• Clear structured letterforms impart strength and confidence • Strong horizontals/verticals in type create sense of stability • Type as graphic simplifies elements needed 37
Brand Elements Summary
Roadhandler | AGENCY RECOMMENDATIONS
PMS 1665 C
PMS 634 C
PMS 446 C
PMS 636 C
Color Palette
Logo Treatment
Photography: Environment
Photography: Product
Typography 39
Logo Treatments | competitive comparison
Logo
*
Colors
Images
Product
*Roadhandler logos for proof-of-concept only; not final
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roadhandler | Next Steps
Next steps •
Align on client feedback regarding color, logo, photography and typography
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Address any design revisions/refinement based on client feedback
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Tagline development
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Design exploration of overall look; show how elements work together
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