01 VIS UA L S TR ATEGY GU IDE
DELOREAN
VISUAL STRATEGY GUIDE
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VISUAL STRATEGY GUIDE
DELOREAN
VISUAL STRATEGY GUIDE
“You have all the reason in the world to achieve your grandest dreams. Imagination plus innovation equals realization.” – Denis Waitley / American motivational speaker
DELOREAN
VISUAL STRATEGY GUIDE
TABLE OF CONTENTS
THROUGH THE PAST
02
1.2 DELOREAN TIMELINE
10
1.3 BRAND COMPETITION IN THE PAST
12
2.1 MISSION STATEMENT
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2.2 OUR NEW DIRECTION
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2.3 OUR PAST LOOK
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2.4 OUR FUTURE LOOK
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2.5 OUR NEW AUDIENCE
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2.6 BRAND COMPETITION IN THE FUTURE
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01 CHAPTER
CHAPTER
INTO THE FUTURE
1.1 BRAND OVERVIEW
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DELOREAN
VISUAL STRATEGY GUIDE
THROUGH THE PAST
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01
02
DELOREAN
BRAND OVERVIEW 1.1
VISUAL STRATEGY GUIDE
Delorean Motor Company (DMC) was an American automobile manufacturer 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. The DeLorean DMC-12 featured memorably in the Back to the Future movie trilogy, as the model of car made into a time machine by eccentric scientist Doc Brown, although the company had ceased to exist before the first movie was made.
THROUGH THE PA S T
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DELOREAN
VISUAL STRATEGY GUIDE
THROUGH THE PA S T
JOHN Z. DELOREAN
/ THE FATHER OF DELOREAN
BORN
John Zachary DeLorean
John Zachary DeLorean (January 6, 1925 – March 19, 2005) was an
January 6, 1925
American engineer and executive in the U.S. automobile industry,
Detroit, Michigan, U.S.
widely known for his work at General Motors and as founder of the
DIED
March 19, 2005 (aged 80)
Summit, New Jersey, U.S.
ALMA MATER
Lawrence Institute of
Technology
Detroit College of Law
Ross School of Business
OCCUPATION
U.S. automobile engineer
and executive
DeLorean Motor Company. DeLorean designed a number of vehicles throughout his career, including the Pontiac GTO muscle car, the Pontiac Firebird, Pontiac Grand Prix, Chevrolet Vega, and the DeLorean DMC-12 sports car, which was later featured in the 1985 film Back to the Future. While still the youngest division head in General Motors history, DeLorean broke away to start his own company, DeLorean Motor Company (DMC), in 1973. However, production delays meant DMC's first car and DeLorean's DMC-12 did not reach the consumer market until 1981 (nearly a decade later), where a depressed buying market was compounded by unexpectedly lukewarm reviews from critics and the public. After a year, the DMC-12 had failed to recoup its $175 million in investment costs, unsold cars were accumulating and the company faced dire financial straits.
“ONE OUT OF EVERY 100 NEW BUSINESSES SUCCEEDS. HERE'S TO THOSE WHO TAKE THE ODDS.” 05
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DELOREAN
VISUAL STRATEGY GUIDE
THROUGH THE PA S T
DMC-12
/ THE SYMBOL OF THE FUTURE
DMC-12 was the only model ever produced by the Delorean Motor Company, designed by Giorgetto Giugiaro. The car features gull-wing doors and an innovative fiberglass chassis and underbody structure, along with a brushed stainless steel body. The first concept car was potentially to be called Z Tavio from John DeLorean's middle name and his son's first name were both Zachary while Tavio was his father's name and his son's middle name. The first prototype appeared in October 1976, and production officially began in 1981 in Dunmurry, a suburb of south west Belfast, Northern Ireland. When equipped with an automatic transmission, the DeLorean would accelerate from 0–60 miles per hour (0–97 km/h) in 10.5 seconds.
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DELOREAN
VISUAL STRATEGY GUIDE
BACK TO THE FUTURE The DeLorean time machine is a fictional automobile-based time travel device featured in the Back to the Future franchise. In the feature film series, Dr. Emmett Brown builds a time machine based on a DeLorean DMC-12 car, to gain insights into history and the future. Instead, he ends up using it to travel over 130 years of Hill Valley history (from 1885 to 2015) with Marty McFly to change the past for the better and to undo the negative effects of time travel. One of the cars used in filming is on display at Universal Studios Hollywood.
MARTY: "WAIT A MINUTE. WAIT A MINUTE. DOC, UH... ARE YOU TELLING ME YOU BUILT A TIME MACHINE... OUT OF A DELOREAN?"
THROUGH THE PA S T
DOC: "THE WAY I SEE IT, IF YOU'RE GONNA BUILD A TIME MACHINE INTO A CAR, WHY NOT DO IT WITH SOME STYLE?
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10
VISUAL STRATEGY GUIDE
DELOREAN
DELOREAN TIMELINE Graduated Chrysler Institute
John DeLorean was promoted
and joined Chrysler’s engineering team.
1.2
to be head of entire Pontiac division and had broken the
John DeLorean accepted an offer
record for youngest division
and choosing to work at GM’s
head at GM.
Pontiac division as an assistant to chief engineer after Packard, decided to merge the company
John Zachary DeLorean
1953 1953
1953
1953 1952
1943
1925
1953
with Studebaker Corporation.
was born.
John DeLorean was promoted to vice president of car and truck production for the After leaving Chrysler
entire General Motors line.
he join Packard Motor Company. DeLorean served three
John DeLorean’s years of
years in the U.S. Army
engineering at Pontiac were
and received an honorable
highly successful. He was
discharge.
promoted to the position of division chief engineer.
THROUGH THE PA S T
John Z. Delorean is the key person that build this brand, so this the timeline will explain how he start his career and success with the company to the lowest point and the come back of new Delorean organization.
DeLorean’s DMC-12 were delivered to customers. The lack of demand,
John DeLorean announced
cost overruns, and unfavorable
that he was leaving
exchange rates began to take their
General Motor.
toll on DMC’s cash flow. The car became widely known Manufacturing plant in
and iconic for its appearance,
Dunmerry, Ireland
modified as a time machine, in the Back to the Future
1953
2018 1953
1953
1953 1953
1953
1953
film trilogy.
John DeLorean founded the DeLorean Motor Company
In the end, sufficient funds
in Detroit, Michigan
could not be raised to keep the company alive and bankrupt.
Unit production was scheduled, but engineering delays and budget overruns caused the assembly lines to start only in early 1981. Workers at the factory were generally inexperienced; many never had jobs before joining DMC.
Delorean introduced again as non-profit organization by a group of the most succesful business men whom inspired their life by John Delorean
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DELOREAN
VISUAL STRATEGY GUIDE
BRAND COMPETITION 1.3 IN THE PAST HIGH INNOVATION
Ferrari Porche
Ford
HIGH DIVERSITY
LOW DIVERSITY
DELOREAN
Pontiac Ford
Plymouth
Mitsubishi
Toyota
Mercury
Nissan Oldsmobile
LOW INNOVATION
THROUGH THE PA S T
The DeLorean in the past has only 1 line product category that is the automobile. So, the competitors in the past were the car manufacturer specifically in the US.
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DELOREAN
VISUAL STRATEGY GUIDE
INTO THE FUTURE
02
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DELOREAN
VISUAL STRATEGY GUIDE
“There is no dreams too large, no innovation unimaginable and no frontiers beyond our reach” – John Stewart Herrington / United States Secretary of Energy
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DELOREAN
VISUAL STRATEGY GUIDE
Dare to rebel and dedicate your life to what you believe.
INTO THE FU TUR E
MISSION STATEMENT
2.1
From the vision of John Z. Delorean in the past, DeLorean plans to encourage innovative people to be more confident in their unique ideas and their personalities, and help them chase what they want to achieve.
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DELOREAN
VISUAL STRATEGY GUIDE
OUR NEW DIRECTION 2.2 The future of Delorean will return to the original vision of John Z. Delorean. He believes in people who have a dream, passion, ideas and dare to do everything no matter how hard it is to achieve their goal. Delorean will evolve from a car manufacturer to be a non-profit organization and innovation center that focuses on creating an innovative community and provide necessary resources and facilities for innovative people. This innovative community will encourage people to find the way to achieve their dream projects. Delorean will be a hub for innovative people that can lead to project collaboration and unlimited knowledge for a better tomorrow.
INTO THE FU TUR E
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DELOREAN
VISUAL STRATEGY GUIDE
OUR PAST LOOK These following pictures show how the old Delorean look in the past. The key visual of the old Delorean was to present luxury, powerful and confidence. The overall mood and tone were very clean and quiet that you mostly get the feeling from gentlemen in the 80’s.
2.3
INTO THE FU TUR E
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DELOREAN
VISUAL STRATEGY GUIDE
OUR FUTURE LOOK These are the pictures that show the mood and tone of Delorean in the future. According to the new mission of Delorean to encourage innovative people. So, we decided to show the look of energetic people and the graphic element that represent the futuristic feeling to present that we’re always seeking for new innovation. Our future Delorean also tries to blend the good mood and tone of the old Delorean into our new Delorean too, that are luxury powerful and confidence.
2.4
INTO THE FU TUR E
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DELOREAN
VISUAL STRATEGY GUIDE
OUR NEW AUDIENCE 2.5 Our main target audience focusing on people who believe in innovation. This is the most important factor to improve our Delorean community according to the new direction of our Delorean that we'll create community and facilities that innovative people can use for finish their dream project.
Our new Delorean divided our
THE INNOVATOR
audiences into 3 categories that are the innovators, the collaborators, and the investors.
IN IV THE INVESTOR
CL THE COLLABORATOR
INTO THE FU TUR E
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DELOREAN
ARCHETYPE NO.1
VISUAL STRATEGY GUIDE
INTO THE FU TUR E
YOSHIYUKI
Yoshiyuki is an automotive manufacturing engineer,
T H E T I N KER ER
passion about his project and doesn’t want anyone to
31 YEARS OLD
he currently lives in Detroit. Yoshiyuki likes to live alone because he has a strong distract his concentration. He became an engineer because of he is extremely passionate about a Japanese cartoon named “Mobile Suit Gundam”. He believes that one day he can build his own mobile suit and use it in real combat. He dreams of being an engineer in the US army to finish his mobile suit project, but they have declined his project many times. He spends most of his leisure time in his garage and has successfully developed a mobile suit system, but he lacks money and power to make this mobile suit become real. He tried to find an investor for supporting his project, but no one gives him an opportunity because they think it won’t make a profit.
IN
THE INNOVATOR
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DELOREAN
ARCHETYPE NO.2
VISUAL STRATEGY GUIDE
NARISSA
Narissa is a fashion design student in San Francisco.
T H E S E CR ET GA ME D EVELOPER
that she will take over their fashion business in the future.
Narissa doesn’t like fashion at all, but she decided to study fashion design because she follows the will of her parents
Her passion is to be a game developer and she secretly has 31 YEARS OLD
another identity in the online game development community. She is really talented and respected as one of the most innovative game developers in many communities that she participates in. She has an idea for an innovative game project, but she cannot make it happen because she has no funding. She hides her game developer identity from her family because her parents have a bad attitude about gaming. She also hides her game developer identity from her friends because she doesn’t want to be called a nerd.
IN
THE INNOVATOR
CL
THE COLLABORATOR
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DELOREAN
ARCHETYPE NO.3
VISUAL STRATEGY GUIDE
WILLARD T H E M A D S CIEN TIS T
Willard is a genius with IQ of 174. He became a well-known physicist because tons of successful physic experiment. He was energetic and inspired when he was young because of his passion about a time machine project.
62 YEARS OLD
He has failed more than 100 times, but he still keeps working on the time machine project and that’s why everybody calls him “the mad scientist”. Everyone in his field started to disrespect him because of the name “Mad scientist” and every investor backed out because of the rumor that he’s crazy. When he was 53 years old, he founded a theory that has the possibility to create the successful time machine project, but investors didn’t believe him because of the rumors that he’s crazy. He got tired of chasing his dream, but he don’t give up and try to find someone to continue his dream, then he become a physics professor at Yale University.
IN
THE INNOVATOR
CL
THE COLLABORATOR
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DELOREAN
ARCHETYPE NO.4
VISUAL STRATEGY GUIDE
MAX
Max has passion for graphic design and he just graduated
T H E C O L LA B OR AT OR
responsibility since he was young, and it inspired him to
22 YEARS OLD
with masters degree in graphic design. Max’s parents have always thought him about social create a project that helps people to have a better life. He is a hard worker and always try to study other kinds of knowledge to create a successful thesis project. He did a great thesis project about the future of signage for helping people with visual disabilities. He had a really strong passion that his thesis can help people in his society. After he graduated, he decided to dedicate his life to creating this project. Unfortunately, many required skills, such as engineering and coding, are out off his expertise. He has tried hard to seek people out that have the same belief in helping him finish this creative project.
CL
THE COLLABORATOR
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DELOREAN
ARCHETYPE NO.5
VISUAL STRATEGY GUIDE
INTO THE FU TUR E
AMAN
Aman is a young successful Ethiopian businessman.
T H E S UCCES S F U L IMMIGR A N T
have a better life.
He immigrated from Ethiopia to the US because he want to be successful and live the dream that he can help his family
In the past, Aman used to be really poor and didn’t even have 36 YEARS OLD
clean water to drink. He had an idea to help his people in Ethiopia to have clean water to drink. He has enough money to invest to achieve his goal of helping people in Ethiopia, but he don’t know where he can invest his money. He has a difficult time finding people who want to help in the business community, where making money is so important. He still believes and is trying to find a way to help the poor people in his country, even though people in his community don’t believe that access to clean water can be solve.
IV
THE INVESTOR
CL
THE COLLABORATOR
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DELOREAN
ARCHETYPE NO.6
VISUAL STRATEGY GUIDE
INTO THE FU TUR E
TERRY T H E T E C H CEO
Terry is the CEO of a tech company in Silicon Valley. Terry’s son just has a newborn child and that inspired Terry to create something to make a better world for his grandson. He loves to give opportunities to innovative people because he used to get many opportunities from good people during his
53 YEARS OLD
journey to his successful career. He also loves innovative people because new innovations always make money for his company. He thinks that successful innovative project mostly come from passion and dedication to one thing. He always uses his time to seek out the people who have creativity and innovative ideas to work for his company. He has funded many successful unbelievable projects, but he always has a hard time finding the good people and project to working with.
IV
THE INVESTOR
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DELOREAN
VISUAL STRATEGY GUIDE
“The innovation point is the pivotal moment when talented and motivated people seek the opportunity to act on their ideas and dreams.” – W. Arther Porter / Oklahoma Secretary of Science and Technology
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DELOREAN
VISUAL STRATEGY GUIDE
BRAND COMPETITION IN THE FUTURE 2.6 Competitors of Delorean in the past are the automobile company according to the product of Delorean in the past. The new Delorean will focus on innovation and diversity that can support our community and innovative people to chasing their dream. So, the new competitors will be the innovative company such as Google, Apple and etc.
SINGULAR POSSIBILITIES
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Ferrari Porche
PAST: DELOREAN
Oldsmobile
INTO THE FU TUR E
HIGH INNOVATION
NEW: DELOREAN Apple
Tesla
Amazon
Warby Parker
Virgin America
Toyota Nissan
Kickstarter
Pontiac Gofundme
Plymouth
DIVERSE POSSIBILITIES
Mitsubishi
Indiegogo
Mercury
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LOW INNOVATION
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DELOREAN
A digital version of this visual standard guide book is available online at center-for-innovation.org All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted, in any form or by any means, electronic, mechanical, photocopy, recording or otherwise, without the written permission of Delorean organization Designed by Panupong Premvaranon Printed in the United States of America.
VISUAL STRATEGY GUIDE
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center-for-innovation.org
DELOREAN
VISUAL STRATEGY GUIDE