DeLorean
DeLorean
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DeLorean GR 604 01 The Nature of Indentity
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DeLorean
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DeLorean
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GR 604 01 The Nature of Indentity
DeLorean GR 604 01 The Nature of Indentity
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—Dale Earnhardt (American Driver)
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It’s a never ending battle of making your cars better and also trying to be better yourself.
DeLorean
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GR 604 01 The Nature of Indentity
Table of Contents
DeLorean GR 604 01 The Nature of Indentity
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BRAND PAST
Brand Overview Timeline for Delorean Current Competition Research & Strategy
BRAND FUTURE
Brand Soul & Mission Statement Personas Visual Grid Future Competition
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Brand Past
DeLorean GR 604 01 The Nature of Indentity
Brand Overview
Timeline for DeLorean
Current Competition
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DeLorean
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GR 604 01 The Nature of Indentity
DeLorean GR 604 01 The Nature of Indentity
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The DMC-12 was the only model produced by the company, which was later liquidated as the US car market went through its largest slump since the 1930s.
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BRAND OVERVIEW
DeLorean
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BRAND HISTORY 10
The DeLorean is an Americanautomobile manufacturer originally in 1975. Because they can’t raise enough money for the company, eventually led to the bankruptcy of the company. However, It has a certain historical background and the foundation, makes his brand has not completely dead. Cars are more and more applications by family now. This is a good chance to change the original form to the practical experience for family.
DeLorean GR 604 01 The Nature of Indentity
CURRENT LOGO
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DeLorean
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GR 604 01 The Nature of Indentity
DeLorean GR 604 01 The Nature of Indentity
January 6, 1925 – March 19, 2005 Alma mater: Lawrence Institute of Technology, B.S. 1948 Detroit College of Law: Ross School of Business, MBA 1957 Occupation U.S. automobile engineer and executive Research & Strategy
John Z. Delorean and executive in the U.S. automobile industry, widely known for his work at General Motors and as founder of the 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 independent creative opus—the DMC-12—did not reach the consumer market until 1981 (8 years 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.
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John Zachary DeLorean was an American engineer
DeLorean GR 604 01 The Nature of Indentity
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DELOREAN DMC-12 The DeLorean DMC-12 (commonly referred to simply as
The first prototype appeared in October 1976.
“the DeLorean” as it was the only model ever produced
Production officially began in 1981 in Dunmurry, a
by the company), is a sports car manufactured by John
suburb of southwest Belfast, Northern Ireland, where
DeLorean's DeLorean Motor Company for the American
the first DMC-12 rolled off the production line on
market from 1981–83. The car features gull-wing doors
January 21. Over the course of production, several
and an innovative fiberglass body structure with a steel
features of the car were changed, such as the hood
backbone chassis, along with external brushed stainless
style, wheels and interior. About 9,000 DMC-12s were
steel body panels. The car became widely known and
made before production halted in early 1983.
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iconic for its appearance and was modified as a time machine in the Back to the Future media franchise.
The DMC-12 was the only model produced by the company, which was later liquidated as the US car market went through its largest slump since the 1930s. In 2007, about 6,500 DeLorean Motor cars were believed still to exist.
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DeLorean GR 604 01 The Nature of Indentity
1975 John DeLorean founded the DeLorean Motor Company in Detroit, Michigan on October 24, 1975. He was already well known in the automobile industry as a capable engineer, business innovator, and youngest person to become a General Motors (GM)
Unit production was scheduled to begin in 1979.
TIMELINE
DeLorean
Engineering delays and budget overruns
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executive.
1979
caused the assembly lines to start only in early 1981. Workers at the factory were generally inexperienced; many never had jobs before joining DMC. This may have contributed to the reported quality issues attributed to the early production vehicles and the subsequent In October 1978, construction of
establishment of Quality Assurance Centers
the six-building, 660,000 ft² (61,000
(QAC) located at various delivery locations.
m²) manufacturing plant began in Northern Ireland and was designed and managed by Brodie and Hawthorn Architects based in Belfast and constructed in 16 months by Farrans McLaughlin & Harvey.
1978
1981
DeLorean GR 604 01 The Nature of Indentity
1982
FUTURE 2017
Improvements in components and the more experienced workforce meant that production quality was vastly improved. Disputes between dealerships and customers arose later because many dealerships refused to do warranty work
1983
because they were not reimbursed.
It was reported there were plans to have made a 4-door version of the car (perhaps on a longer wheelbase) for 1983. It was to have been of stainless Research & Strategy
steel, and with gullwing doors.
Improvements in components and the more experienced workforce meant that production quality was vastly improved. 17
Disputes between dealerships and customers arose later because many dealerships refused to do warranty work because they were not reimbursed.
1982 The car gained even more attention after it was featured in the popular 1985, 1989, and 1990 films in the Back to the Future movie trilogy.
1985
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COMPETITORS Current Through the investigation of other similar brands, to find out the DeLorean brand soul, unlike other car brand soul, and uniqueness.
Volvo is a car
Skoda is now
company, and It pay
committed to sales of
more attention to the
commercial vehicles,
use of a family.
and has a long history.
Volkswagen on sales
Ford motor is
rather than the price
common family car
of a single vehicle to
brand in the United
make a profit.
States.
DeLorean GR 604 01 The Nature of Indentity
Citroen is committed
Chevrolet cars, both
to making commercial
family car, there is
vehicles, is not just a
also a sports car. The
family car.
same is famous for the film.
Peugeot is committed
as a benchmark,
to making small cars
committed to the family
save space type.
car
Nissan also focus on
Toyota is not only
the people, vehicles,
committed to
daily car rather than
commercial, family
high prices.
cars, but also committed to large household cars.
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Hyundai car for daily use
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Wide-ranging
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Brand Future
DeLorean GR 604 01 The Nature of Indentity
Brand Soul &
Personas
Mission Statement Visual Grid
Future Competition
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DeLorean
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GR 604 01 The Nature of Indentity
DeLorean GR 604 01 The Nature of Indentity
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Have Courage And Be Better
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Brand Soul & Mission Statement
DeLorean
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MISSION STATEMENT Based on the research from Delorean, Delorean decides to encourage people to break through and let people have confidence in their own unique ideas. From change, get the achievement. Encourage people to innovate that is the our primary mission for people who wants to join us. We hope every join us can benefit from it. Let your spirit to reach a new level.
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Have The Courage To Break Through And Convinced Of Your Success.
DeLorean
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GR 604 01 The Nature of Indentity
DeLorean GR 604 01 The Nature of Indentity
Delorean's believed, which is believed in people who have ideas will have the courage to go to realize their ideas. No matter how hard their ideas are. Delorean will change from the auto industry to the organization to help people with ideas feasibility evaluation idea. Devoted to encourage people with unique ideas to realize their ideas, and make it successful.
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The future Delorean will based on the John
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REBRANDING OBJECTIVE
DeLorean
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GR 604 01 The Nature of Indentity
DeLorean GR 604 01 The Nature of Indentity
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We need to establish customer base to clear the way of the future, as well as the product type.We need a clear goal.
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Personas
DeLorean GR 604 01 The Nature of Indentity
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Alexandra Barker Soccer Mom 35 years old Restaurant Waiter Florida 2k–5k/month
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Alexandra Barker is a mother with two children, she also works in a restaurant in child care. This makes her limited contact time with children, but she did what she could have taken the time to a child's side or even just kids are good also. She hopes to have a chance to communicate with their children, let her to better understand the children. She is the mother of two children, so
To get the kids to the vision and
she more energy to the concerned
her point.
about their children health. In addition to health, she was more concerned about their children's ability, not just learning, as well as other auxiliary ability. She is willing to spend time and effort with children do what is good for children.
She hopes to accompany beside children as much as possible. She hopes her children can more contact with fresh things, in order to establish a child's future development. She wanted to interact with children to do more.
DeLorean GR 604 01 The Nature of Indentity
Albert Foster
93 years old Was an Engineer Texas
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Practical Long-lived Male
5k–7k/month
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Albert Foster is a 93 - year - old old people who live alone, recently moved into a nursing home. Had little contact with the outside new things he, in nursing homesďźŒ have become less contact with high-tech new things. He is a face-to-face communication with friends, as long as the call health care workers to help when you need it, so he gradually with the rapid development of social isolation. His health is not allowed his heart was
His age that he is a very healthy life,
too much stimulation.
and the troubles of the few people, so
And you wish him no children, so
he seldom accept complex transactions.
he doesn't care on their children's
He won't get to the Internet, and
education.
seldom watch TV, almost no cell
He lived alone in a nursing home, so seldom communicate with the outside world. Because he lives alone, so don't want to accept the modern science and technology, and new things.
phones, so there is no contact and basic technology. His basic interpersonal communication face to face.
DeLorean GR 604 01 The Nature of Indentity
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Jeff Lee
Engaged in Antomoile Worker 45 years old Car Salesman Maryland 20k–30k/month
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Jeff Lee worked for a car company, He always wants to work with people in work time. Few have their own time, so he prefers to be left alone in days off. He is very healthy, often go to the gym. He will go hiking in the holiday, with his own eyes rather than the camera to capture the beautiful nature.
His job is testing the car all day long, not
He go to the gym more than see a
willing to continue to contact the relevant
movie.
affairs in their spare time. He had no children, don't need to worry about children education and development of children. At the time of his rest, he is willing to go to a place far away from home to relax.
In the day of rest he prefers to be alone. He likes the outdoors, can see the beauty can also exercise the body. He is better than a virtual things like the real thing.
DeLorean GR 604 01 The Nature of Indentity
Car Enthusiasts 38 years old Company Manager Washington, DC,
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Robert Stevenson
40k–60k/year 33
Robert Stevenson is a married people have stable job and income, but also have no children. He hoped earlier ready for everything for the child, this makes the sudden arrival of the children had a very good growing environment. He worked hard, and use the rest time to study his love of cars.
He loves all things related to the car. He will take a long time study. He will participate in the test drive activities to gain real experience. He hope to have the vital feeling, before he won something.
He plans for his upcoming children ready everything, including in a new car to join the family to adapt to the children. He is willing to try new things. His biggest curiosity for things about the car, so he will see a lot of activities related with the car.
DeLorean GR 604 01 The Nature of Indentity
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Ray Baker
Film Lover 39 years old Security Guard California
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20k–40k/year Ray baker and his sister lives in California, far from parents, his sister is a senior high school students. He will share time with my sister in the day of rest and film. Don't have my parents so do the elder brother is responsible for the care of my little sister. And the film is his own entertainment, sometimes enjoy movies with sister, sometimes just one person. He hopes to learn more new things, hope sister so, too. He has a sister was in high school, so
He didn't go to university, but he hopes
he wants to do what he can to make my
that younger sister can go to college.
sister learn more new things.
His sister is lively, is willing to talk
He likes watching movies, especially the
to my brother to participate in some
old movies.
activities to let them know more about
He will pay attention to some details,
each other.
such as by car in the movie, branded
They just enjoy the company of each
goods.
other more.
These can let him get different
Their parents do not live in California,
knowledge.
so life is he and his sister, two people, in their relationship more closely than parents.
DeLorean GR 604 01 The Nature of Indentity
Wilson Carter
26 years old Engineer California
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Electronics Enthusiasts
10k–15k/month 35
Wilson Carter is a young engineer, he is full of curiosity of electronic products. He likes to study to explore things in the field of electronic science and technology, and hopes to combine their work to make some achievements. He is devoted to studying the man-machine combination, let a person through the electronic virtual things to gain true feelings. He loves electronics. He has professional opinions to the electronic products, and to gain a
He usually combine with electronic science and technology closely, and flexible use.
different experience from different
Because he was the obsession with
angles.
electronic technology, so he is not focus
He hopes to find the combination of human and electronic technology. He has a professional knowledge can assist him in his study.
on external performance a lot. The more he see things from the perspective of ordinary people can not focus on. He is willing to try new things.
DeLorean GR 604 01 The Nature of Indentity
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Vincent Hicks
Coins Collector 37 years old Bank Manager Virginia
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50k–90k/year He is an experienced the bank manager, and senior experience, it's owners. He wants in his retirement can have a work is rigorous, the nice car. He is a coin collector, he will be missed old things. Such as previously used the brand of toothpaste.
He needs a delicate, unique car. He is a nostalgic person, so he will rely on some old brand. While for new things to accept ability is limited, but he still willing to try new things. High-tech for him is not novel, his nature of work often have to deal with a computer.
His children have grown up, but her grandchildren in your need his care, he can establish a good relationship with them, and their growth. He calculating, so the demand for common items around slightly high. He needs experience to understand new things.
DeLorean GR 604 01 The Nature of Indentity
Emily Parker
21 years old Student
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International Student
Ohio 37
She is a good strong mother, she has a daughter. Because working reason, she seldom communicate with their children, she hope oneself can have more time to help, guide the development of the child. She want to have a convenient, comfortable car so that her daughter. In order to gain more time and getting along with her daughter.
She is an international student in USA. She has lots of ideas for her huture. She wants to do extra work out of her collage life. She helps people for their study.
She likes reading, so she likes to do something like the the main character in the novel. She wants to do some advanture during her school life.
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DeLorean GR 604 01 The Nature of Indentity
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Based on the determination of customer groups, we can determine the visual direction.From a visual guide to lead us after determination of logo and design style.
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Visual Grid
DeLorean GR 604 01 The Nature of Indentity
Brand Grid Before Before the design style is more like metallic in the 80 s America style, more like that s the fantasy
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of the future.
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DeLorean GR 604 01 The Nature of Indentity
Brand Grid Future After the visual direction is more like a sense of modern innovation team, although still a sense of the future, but more like a really feasible, can implement
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innovation.
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COMPETITORS Future Through the investigation of other similar brands, to find out the DeLorean brand soul, unlike other car brand soul, and uniqueness.
Quickie is a car rental
Advantage focus on
company, it focus on
convenient,
custemors
comfortable service
communication.
car rental company
Sixt focuses on
It focuses on fast,
affordable and
accurate service, and
convenient services.
customer experience。
DeLorean GR 604 01 The Nature of Indentity
Fedex is focus on
on car rental, and
quick and convenient
used car business.
delivery company.
From the perspective of customers, satisfy customer demand as
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Casa not only focus
much as possible. Eagle is a television
communication with
company, and it
their custemors, and
focuse on the
make their customers
communicate with
feel convenient.
their customers, also the convenient service.
Cable company
AT&T is a focus on
comcast is pay
home network, cable
attention to
TV and mobile
communication.
communications company.
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Dollar focuse on the
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CONCLUSION Based on the search of the brand, thus establishing the new brand soul, and the mission of the brand.Next to relocation of the new brand logo, starting from the search to the color of the new brand, the establishment of the font.To the appearance of new brands have a new understanding and positioning.
DeLorean GR 604 01 The Nature of Indentity
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SOUCES WIKIPEDIA.ORG 500 PX
DeLorean
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GR 604 01 The Nature of Indentity
01 Student Project Yiming (Eva) Bian Academy of Art University GR 604 01 Spring 2017 bianym0206@gmail.com
DeLorean
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DMC Delorean Motor Company Contect Info: bianym0206@gmail.com Yi m i n g ( E v a ) B i a n Academy of Art University GR 604 01 The Nature of Indentity Instructor: Hunter Wimmer
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