*This project does not necessarily represent the views of Honda.

The Proposal

1 week

rebranding exercise

The Brand

The power of dreams

How can the Honda brand be strengthened?

May 5th, 1959 - Honda's nine man team arrives at the Isle of Man

The Visual History

  • 1947


  • 1948

  • 1953

  • 1968

  • 1973

  • 1988

  • 1988

  • 1963




  • today

Their visuals are strong but don't say anything except for:


The Problem

While Honda pushes far in technology and design, it is drawn back by the lack of inspiring branding.

A confusing set of identities hinders the understanding of their mission.

But what is Honda's message?

What do they stand and fight for?

we are

Dream Builders



Honda believes in The Power of Dreams. But believing isn’t enough. As Soichiro Honda said: “Action without philosophy is a lethal weapon; philosophy without action is worthless.”

What is it?


The dictionary says its:


a cherished aspiration, ambition, or ideal.

But I decided to defined it a little better

an ever-evolving desire, a timeless concept with ephemeral manifestations

While dreams themselves have and will always exist, when they become real they are but a moment.

You can dream about pizza for a month, but it you'll eat it in a second.

And this is what Honda needs to be:


Welcome to the new Honda

The Chrono

A reinterpretation of the brand as the Timeless Dream Builders.

The entity that turns fiction into reality, no matter when.

An hourglass that signifies its relationship with time. One that forms Honda's iconic 'H' in its negative space.


We realize dreams, turning fiction into reality.

We explore the unknown and pave the way to new discoveries

We are an ideal, one that permeates all we do.

Wherever and whenever.

Keep Dreaming

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Pedro Villar | All rights reserved 2020