2020
Spring
*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
Their visuals are strong but don't say anything except for:
"HI I'M A HONDA"
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
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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?
Dream
The dictionary says its:
n.
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.
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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:
timeless
Welcome to the new Honda
The Chrono
A reinterpretation of the brand as the Timeless Dream Builders.
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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.
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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.
