Page 1

Project Book | Re-Branding of General Motors


TABLE OF CONTENTS Section 1.0: strategy

1.1 Idea 4 1.2 Creative Brief 5 1.3 About General Motors Market 6 1.4 Why GM Electric Vehicles 8

Section 2.0: research

2.1 Abstract 11 2.2 Conclusion 13 3.3 References 14

Section 3.0: process 3.1 Moodboard & Toolbox 16 3.2 Logo Concepts 18 3.3 Print Concepts 20 3.4 Interactive Concepts 22 3.5 Other Media Concepts 24 3.6 Swag Concepts 26

Section 4.0: standards 4.1 Brand 29 4.2 Print 35 4.3 Interactive 41 4.4 Motion 43

Section 5.0: solutions

5.1 Print 47 5.2 Interactive 49 5.3 Motion 51


Section 1.0

Strategy

Contents 1.1 Idea 1.2 Creative Brief 1.3 About General Motors Market 1.4 Why GM Electric Vehicles


3

4


1.1 The Idea

The Brand vision for General Motors Too focus on ... ƒƒ Being a world leader in the transportation industry within the automobile sector and to design, manufacture cars, trucks, and automobile parts globally. ƒƒ To become a industry leader in providing high quality automobiles with alternative fuels and advance technology to preserve the environment. ƒƒ Providing superior well-crafted products that global consumers consider to be of the highest quality and innovation. The Brand Mission for General Motors To become the industry leader in developing distinctive vehicles that are quality, innovative, and environmentally friendly to global consumer. To regain lost market share that was lost to foreign competition, and once again be the auto industry leader in sales and market share in today ‘s global market.

4

“The new brand identity will represent General Motors as being innovative and environmental friendly; the objective is to reposition the General Motors overall brand and other associated co-brands as the leader in fuel efficient vehicles and to increase there sales of alternative energy vehicles in the automobile industry.”


1.2 Creative Brief Position Statment General Motors will now be viewed as being a world leader in the automobile industry which provides the highest quality automobiles in using alternative fuels and advance technology to preserve the environment. Unquie Selling Position General Motors plug-in hybrid electric vehicle is able to provide consumers with better energy saving, quality, and innovation compare to other conventional hybrids. Key Tenets of the Brand Environmental: to provide alternative fuels and advance technology to preserve the environment. Quality: providing superior well-crafted products that global consumers consider to be of the highest quality and innovation Innovative: to become a industry leader in providing high quality automobiles Call to Action Drive consumers to one of General Motors four co-brands dealership to purchase electric vehicle and increase sale in alternative vehicles by 2% Campaign Message General Motors Change the way you drive.

5


1.3 About General Motors Market

Key Brand Attributes Safety

Environmental Commitment

Global Diversity

General Motors

Innovative Technology

Traget Market -Tribes House Hold Families

Environmentally Friendly Users

Innovative Technology Users or Tech Adopters

6

Partnerships

Traget Market - Demographic

Middle & Upper Classes

General Motors

Community/Education

College Educated

Commercial Truck Transportation Companies

Environmentally Focus

Global Market: America & China

Innovative Technology Driven

Age: 20-55

General Motors

Income Level: 30,000 - 140k

Global Market: America, China, India


Competition Global Location

General Motors faces a highly competitive global automotive industry with strong competitors.

Top Three Competitors in HYBRID & ELECTRIC

Toyota Prius

Ford Fusion Hybrid

Nissan Leaf

HYBRID

HYBRID

ELECTRIC

The number-one selling hybrid car with 50 mpg.

A full-size hybrid sedan that achieves 41 mpg.

The top contender for the ďŹ rst affordable mainstream all-electric car. 100 miles on one full charge.

7


1.4 Why GM Electric Vehicles? Unique Selling

Plug-in Hybrid

Fuel Efficiency

• Consumers can drive up to 40 miles

•Can achieve twice the fuel economy

• Range-extending gas generator gives

•Can obtain about twice the fuel

on a full electric charge without using gas. the vehicle additional 300 miles after battery has been depleted

• Consumers could never use gas again on a 40 mile daily commute

as a conventional car of the same size and capacity economy of a conventional hybrid

•Plug-in hybrid, running on biofuel

could almost entirely eliminate its use of petroleum

Features & Benefits Feature 1

Feature 2

Feature 3

Greater Fuel Efficiency

Reduced Operating & Maintenance Cost

US Energy Independence

The cost of electricity for PHEVs is very low.

Various biofuels are consider to be a renewable energy source and is fuel for PHEVs.

Benefit 1

Benefit 2

Benefit 3

PHEVs owners can reduce the use of fuel and lower the cost of fuel. By recharging there vehicles at home, which limits trips to gas stations.

As PHEVs owners charge vehicles overnight it will only cost consumers less then .81 cents per charge for 40 miles.

By using electric power & batteries are recharged by plugging into the electrical grid.

8

PHEVs owners help reduce the U.S.’s dependence of foreign oil and increase the US energy Independence.


Swot Analyis Swot Analysis Goals Internal Analysis

External Analysis

•Identify areas to improve

•Identify areas of growth

•Focus on core support

•Review issues and

•Locate barriers

•Product Comparison

public opinions

challenges

Competitor Differentiation

and opportunity.

and USP strengths

•Strength brand awareness

Strengths •Strong brand portfolio

Weakness •Inadequate liquidity

•Extensive global presence

•Weak performance of

•Strong dealer network

Opportunities •Growth potential in India and China

•Growing global truck market •Increasing demand for hybrid electric vehicles

key business segments

•Low debt ratings

Threats •Forecasted global recession in 2009

• Weakening of global automative industry

•Intense hybrid competition

The SWOT Analysis confirms that General Motors Chevy Volt plug-in hybrid electric vehicle has a unique selling propositions against other hybrid / electric competitors in the automotive market. The key will be to get buy-in from consumers, who will replace their traditional vehicles for alternative fuel vehicles. Because of GM’s trouble times during the economic crises and the company’s restructuring. Consumers will have a negative perspective on the company and its products. Therefore GM will have to win over consumers opinions by other non-traditional marketing means. In order to achieve this GM must create a grass root campaign on the consumers level that educate consumers on the importance of PHEV’s and how they work. By developing a strong social media buzz and onsite demonstrations, GM could win over consumers by working from the ground up. Before doing a large scale mass media blitz. By allowing the consumers opinions and prospective to embrace PHEV’s as the car of choice when looking at fuel efficient vehicles. Other methods will include focus on consumers who live in urban metropolitan areas who have a daily commute within 40 miles, as a key marketing target audience. Campaign toward this audience will consist of billboards, radio spots, and ads on commuters public transportation routes. Goal and objective is to persuade daily commuters within metropolitan areas to use PHEV’s as there means of transportation.

9


Section 2.0

Rsearch

Contents 2.1 Abstract 2.2 Conclusion 3.3 References


410


2.1 Abstract

When you think about the top American automobile manufacturing company over the past century only one company comes to mind, that has dominated other companies in sales or purchases. That would be General Motors Company. Started in 1908 by William C. Durant who was a pioneer in the United States automobile industry. William Durant crafted the ideal to develop a system of multi-brand holding companies with different lines of cars with different qualities. Under one brand this basic ideal was the principle to house multiple brands with different qualities to specific target markets based on personal preference. This same basic model has been applied to many other automobile companies still to this day. Even with the basic model William C. Durant set-up for the company to follow, over the past years the company has fallen away from the ideal that Mr. Durant had set. Many of General Motor’s automobiles were becoming just rebadged vehicles with poor manufactured quality and less innovation. Several of General Motors customers base began to take notice and became less interested in their vehicles, which later pledged their loyalty towards other automobile company’s that were more creative in meeting their needs. The General Motors brand was steadily declining and becoming out of touch. Consumers’ opinion in 2009 become even more skeptical after the company filed chapter 11 bankruptcy because of the financial crises and the decrease of automobile sales world wide. Today consumers view the company’s brand as being non-valuable. Even after reorganization of the company, General Motors negative brand representation will be here to stay unless the company redirects its goals. In order for General Motors to win back its trust with customers and show that they have changed and is ready to move forward with providing the service it once did. Customers need to see and feel that the company is different. By rebranding the companys’ look and feel this helps the consumer to identity that a change has taken place. Currently the old General Motor’s brand has negative equity and is associated as being not trust-worthy, out of touch, own by the government and etc. For this reason there has to be a rebuilding process to reconnect with consumers as seeing the brand worth value. The new brand identity will represent General Motors as being innovative and environmental friendly; the objective is to reposition the General Motors overall brand and other associated co-brands as the leader in fuel efficient vehicles and to increase there sales of alternative energy vehicles in the automobile industry.

11

“Educating consumers on the importance of alterative vehicles is significant. Most consumer’s feel that the environment is not an issue and until it effects their daily lives its not a crisis.”


These objects can be achieved by General Motors focusing on improvements on alterative energy, educating consumers on the advantage of using alternative energy vehicles compare to traditional vehicles and benefits from using clean energy vehicles.

2.3 Research

Today the consumption of using energy is at an all time high. Society continues to increase its use of oil consumption in everyday transportation with out paying attention to the effects. Increase in green house gases is causing global warming at a rapid rate. The high cost for a barrel of oil continues to increase raising gas prices on short notice daily. While Americans dependence on foreign oil increases other countries like China dependence on oil start to increase as well causing price wars for energy. As time goes on it clear that we need to have an alternative energy source to support us in the future and decrease our dependence on one source of energy. General Motors understands they need to provide customers with various energy solutions based on driving habits and geographical locations and worked on different alternative fuel methods. This includes advances to the traditional internal combustion engine, vehicles that can run on renewable biofuels, and the development of electrically driven vehicles like hybrids, extended range electric vehicles, and hydrogen fuel cell vehicles. Even though these new technology are in the market they are slowly being embraced by consumers. The question would be why? If something is good or better for the environment why not make the switch? Educating consumers on the importance of alterative vehicles is significant. Most consumer’s feel that the environment is not an issue and until it effects their daily lives its not a crisis. So there’s no reason to switch alternative vehicles. In order for consumers to understand the issues General Motors will need to show the benefits out weight traditional vehicles. By showing cost savings in fuel consumptions equals greater savings to the consumer who would spend less money on fuel. This benefit along with others would add more value to alterative energy vehicles. On the road to recovery in the automobile market General Motors has to look different and feel as if the company is headed into a new direction. Gone are the days for being known as the rebadged company on vehicles or being taken as a joke because of part ownership with the government. How can this be achieved? A new brand of the company needs to be launched, not just with a unique logo but also by changing consumer’s opinion and thoughts about the company and their co-brand products.

12


Everyone understands that General Motors has a strong brand and indentifies their logo as an American icon of history and legacy. However, the ideal is to reposition General Motors to move forward with the times and not remain in the past. Which is still building upon its legacy and creating new traditions. The new General Motors is determined on becoming more focus on being innovative and environmentally friendly. As making a pathway towards our future the campaign will be built around the ideal of “Change the Way You Drive.” The tendency of this campaign is to create excitement and give consumers the experience of how the new General Motors is extraordinarily different. The pitch demonstrates that General Motors is determined to be futuristic with advancing forward in the groundbreaking technology that will help to preserve our environment and expand our use on alterative fuels. The digital marketing campaign includes a web site, web banners, and social media networks. Each of these web elements will serve as a driver for pushing consumers to obtain information about the new General Motor product line. The website makes information available to consumers 24 hours a day, which will be the communication bridge when finding more detail information regarding the campaign and how using advance technology can help protect the environment and make your daily living expense on fuel consummation more economical. The social media elements of the campaign will provide direct connections with the target audience on what they feel about the product and direct engagement on sending information to other friends about the product. Even though consumers have access to the internet on mobile devices, laptops, and everywhere around them. Not everyone will us the internet as a source to look up information. So the campaign will have to cross over into the print median and use more traditional marketing such as ads, billboards, and bus wraps. The print elements will be geared towards featuring key essentials of using advance technology in our daily transportation and become an means of driving targeted audiences towards the websites or encourage consumers to visit there local General Motor co-brand dealers.

13

2.2 Conclusion Through the Change the Way You Drive campaign, General Motors will be able to build awareness around the company’s new aligned image and once again become the automobile industry leader in developing distinctive vehicles that will be innovative technology driven, fuel-efficient, and environmentally friendly to global consumers. This campaign will result in regaining market shares that were lost to foreign competition, and once again make General Motors the American automobile industry leader in sales and market share in today’s global market.


Examiner.com, Why aren’t people buying more fuel-efficient vehicles? Retrieved September 12, 2010 http://www.examiner.com/car-news-views-and-reviews-in-national/car-viewswhy-aren-t-people-buying-more-fuel-efficient-vehicles-updated

2.3 References

U.S. Department of Commerce, Economics and Statistics Administration, National Telecommunications and Information Administration, A Nation Online: How Americans Are Expanding Their Use of the Internet, February 2002. People and the Internet - Who Uses The Internet? By Age - Online, Population, Seen, Entertainment, Administration, and Information. September 18, 2010. Retrieved from http://social.jrank.org/pages/839/People-Internet-Who-Uses-Internet-By-Age. html Jerry Garrett, The New York Times (August 27, 2009) G.M. to Drop G.M. Logo From Its Vehicles Retrieved September 18, 2010. http://wheels.blogs. nytimes.com/2009/08/27/gm-to-drop-gm-logo-from-its-vehicles/ Spencer Chin, EETimes (October 8, 2007) Automakers’ green initiatives outpace government progress. September 18, 2010 Retrieved from http:// www.eetimes.com/electronics-news/4074729/Automakers-green-initiativesoutpace-government-progress Lane McCulloch, WorkZ (September 18, 2010) Branding Campaign Basics Retrieved from http://www.workz.com/content/view_content.html?section_ id=469&content_id=6370 General Motors Company (September 18, 2010) Environmental Commitment Retrieved from http://www.gm.com/corporate/responsibility/ environment/greener_vehicles/index.jsp HybridCars, Auto Alternatives for the 21st Century. A Comprehensive Guide to Plug-in Hybrids. September 19, 2010. Retrieved from http://www. hybridcars.com/plug-in-hybrid-cars#criticism Janet Fouts, (2009). Social Media Success! Silicon Valley, California, USA Kathryn Best, (200). Design Management, AVA Publishing SA

14


Section 3.0

Process 7.

6.

AL MOT S

GE

ER

OR

N

3.

O r igi n a l l o g o

GENERAL MOTORS

8. GENERAL MOTORS

1.

4.

9.

10. 2. 5.

GENERAL MOTORS

11 .

Contents 3.1 Moodboard & Toolbox 3.2 Logo Concepts 3.3 Print Concepts 3.4 Interactive Concepts 3.5 Other Media Concepts


15


The following mood board showcases the intention of General Motors and its new approach and milestones it must achieve in order to be successful. General Motor’s strength is it strong brand portfolio, extensive global presence, and strong dealer network. Which give it an advantage over its competitors. The company opportunities depend on innovative technology and alternative fuels. GM will use batteries as a plug-in hybrid for alternative green energy and will be applied to all four brands. General Motor’s weakness is its week performance of key business segments and increase debt. The threats are slowing down of the auto industry, global recession, and foreign competitors. The redesign of the brand will show General Motors as more focus on environmental friendly vehicles, technology driven, and fuelefficient. By redesigning a new over arching brand logo and create the branding elements with three primary goals. The will be achieve by focusing on strengths and opportunities to enhance the brand to gain consumer buy-in and support

16

A D VA N C E T E C H N O L O G Y

CLEAN SKIES

3.1 Moodboard & Toolbox


Target Consumers

Sample Imagery

Sample Design Elements New Logo

Original Logo

Typography

Logo & Head line: Verdana ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Body Copy: Helvetica Neue Light ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

Tag line: Tahoma ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

Sample Color Palette C = 57 M=0 Y = 100 K=0

Pantone 1235c

C=0 M = 29 Y = 91 K=0

Pantone 368c

C=0 M=0 Y= 0 K= 0

C = 100 M = 73 Y=0 K=2

Pantone Relex Blue C

Whiite

17


3.2 Logo Concepts

The logo concepts for General Motors was about creating something that still had the blue GM square look but, to enhance the design into a new era of design.

18


Logo Design

19


3.3 Print Concepts

The print ads were bulit around the ideal of using enegry the right way. By using a General Motors vechile base on new technology.

Use electricit y the right way... The Day We S tart to use Cle an Energy, is the Day We Change the W orld

“Change the Wa

y You Drive.”

Don’t purchase any electric ve hicle, but cho a vehicle base ose d on the newe st technology. Hyb

rid Plug-in Ele ctric Vehicles www.generalm otors.com

20

Hybrid Plug-in Electric Vehic les www.generalm otors.com

Change th


Print Ads

The Day We S tart to use Cle an Energy, is the Day We Change the W orld.

Why

“Charg

e up yo

Fill U p for a be ?

ur car,

tter tom

orrow.” Our ve hicles reduc cost o e co2 f fuel. emiss By rec ions a future hargin nd low for ge g vehic er the n e ration les we less d s to co chang epend m e the e e n . t on fo When depen ssil fu we be dent o e c ls o n me . W c reating e beco for ou r child me mo a ecore re fr n ie . ndly e electric Help c nviron reate a ity the ment right w better world ay. by usin g Hybrid P www.g lug-in Elec tric eneralm otors.c Vehicles om

“Change the Wa

y You Drive.”

he way you Driv

Hybrid Plug-in Electric Vehic les www.generalmo tors.com

e.

Change

the wa

21

y you D

rive.


3.3 Interactive Concepts

The interactive web site concepts are base around education consumers on different options on alterative fuel vechiles and each of GM brands.

22


Website Design

h

Searc

S OW U

FOLL

PANY

COM GY |

ION RMAT

INFO

NOLO

EWS

EV N

/

LES

EHIC

RIC V

CT | ELE MEDIA

ECH RIC T

DEL: and or select br D/MO BR ANw all vehicles by SE BY vie BROWdropdowns to to learn more.

T

C | ELE

Use the electric specific

Select

a

model

d

a Bran

GO

odel

aM Select

PE: LE TY VEHIC SE BY Plug-in BROW s All Type Hybrid Electric

GO

4 sse

3 rrent Offersuote

Cu aQ quest dit - Re x Cre rid Ta - Hyb r Locator le a - De

olt evey rV in Cthh

ur

Go F

V The E

Buick

Lacro uick e

B tur EV u t the F with eAssis caione osse

Lacr

sm uatibu nsene . Ad q quo co fficiae e tiae o sunto i tin sequib u ic q F etur, eum o t m e e remp con tios id sa po rum catius perdolore ffi e o a ia ti d u q san lupta cu vo ud t se p u i con exce ratqu imin quis di e noss ll upta rehen reicia minve m in ui de uat lis equi

k t Buic abou t of Truth More en Mom a e h T us for y Lex ed m

23


3.4 Other Media Concepts

The media concept is bulit arounding developing a 30 sec spot that introduces feature options with electric vechiles compare to other vehicles.

24


TV Spots

25


3.3 Swag Concepts The design shows different promational materials offered by General Motors.

26


T-Shirt Designs

27


Section 4.0

Standards

Contents 4.1 Brand 4.2 Print 4.3 Interactive 4.4 Other Media


28


4.1 Brand Logo

Stacked Logo Version

Arrangement and Use This is the correct version of the General Motors logo. The elements are provided as a lockup graphic and should not be separated. Clear space minimum requirements = 1x the height of the main body. Clear space requirements must be observed at any reproduction size. The General Motors logo combine with the tag line Change the way you drive uses Tahoma. The GM icon is the primary graphic identity symbol of the General Motors Brand and should be used on all forms of communication were the General Motors logo is used. Only the horizontal logo version logo can be used without the horizontal rule. The GM icon must appear on the left before the General Motor text. Color Palette The General Motors logo may only appear in the correct presentation as set forth in the guide utilizing Pantone 12345c, Pantone 368c, Pantone Reflex Blue C or in black and white only. Do not reproduce General Motors in any other color.

29

Horizontal Logo Version


Clear space minimum requirements

Stack Logo Version 1

Stack Logo Version 1 with Tagline

GM Icon

GM Icon

x

x

Horizontal Rule

x

x Horizontal Rule

Change the way you drive. Tag line

Arrangement and Use This is the correct version of the General Motors logo. The elements are provided as a lockup graphic and should not be separated. Clear space minimum requirements = 1x the height of the main body. Clear space requirements must be observed at any reproduction size. The General Motors logo combine with the tag line Change the way you drive uses Tahoma. The GM icon is the primary graphic identity symbol of the General Motors Brand and should be used on all forms of communication were the General Motors logo is used.

Horizontal Logo Version

GM Icon

x

x

Only the horizontal logo version logo can be used without the horizontal rule. The GM icon must appear on the left before the General Motor text.

30


Color Palette The General Motors logo may only appear in the correct presentation as set forth in the guide utilizing Pantone 12345c, Pantone 368c, Pantone Reflex Blue C or in black and white only. Do not reproduce General Motors in any other colors.

C = 57 M=0 Y = 100 K=0 R = 253 G = 187 B = 48

Pantone 1235c

C=0 M = 29 Y = 91 K=0 R = 122 G = 193 B = 67

Pantone 368c

C = 100 M = 73 Y=0 K=2

Pantone Reflex Blue C

31

R=0 G = 84 B = 164


Full - color Logo

Wrong use of Full-color Logo

Arrangement Use of Four-Color Logo and One-Color logo The General Motors logo may be used in black, or in four-color process. The General Motors text can be reversed (white or black) out of a color field.

One-color Logo

Wrong use of One-color Logo

32


Fonts General Guidelines The General Motors guidelines has a combination of different fonts required. The logo and headline for ad use Verdana. This font is meant to be bold and to call out action. The body copy font is Helvetica Neue Light. The font is easy to font that is used for all the body copy of ads. This is a very user friendly font toward our audience.

Correct Fonts

Logo & Head line: Verdana ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Body Copy: Helvetica Neue Light ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

Tag line: Tahoma ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

The Tag line font is Tahoma is style is bold however carries a polish clean look and feel. Many fonts look similar to other but are not. Make sure you use the correct fonts when using text for General Motors ads.

Wrong Fonts

Logo & Head line: ITC Avant Garde Gothic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Body Copy: Arial ABCDEFGHIJKLMNOPQRSTUVWXYZ Tag line: Myriad Pro ABCDEFGHIJKLMNOPQRSTUVWXYZ

33

abcdefghijklmnopqrstuvwxyz

abcdefghijklmnopqrstuvwxyz


Sample Imagery

The Voice General Motors Key Words Innovation, Efficiency, and Environmental Friendly.

General Motors Technology The photos represented are to display a source of using new technology versus old fossil fuels. Many sample imagery will display the ideal of using electric as main source of energy and this will be a great asset to American.

The voice of the General Motors brand is to show case that the company goal is to be known for developing ground breaking technology. That will be an eco-friendly benfit for the environment well as to provide a low effective energy cost for consumer demands.

Textures

General Motors Textures The images scene show the use of using earth elements and technology as the resource to develop new ground breaking products by using earth resources in an environmental friendly way.

34


4.2 Print Stacked Logo Version Minimum sizes In order to maintain a high quality of legibility, these minium size guidelines must be the following.

27 mm 65 mm

Horizontal Logo Version

45 mm

114 mm

35


Stacked Logo Version with Tag line

Change the way you drive.

Change the way you drive.

27 mm

65 mm

Horizontal Logo Version with Tag line

Change the way you drive.

Change the way you drive.

45 mm

114 mm

36


Print Stationery Elements The General Motors business card is customized to include your name, title, and contat information. The font used is Helvetica Neue 6 pts. The back side of the card should display the logo icon only.

The General Motors enveope has two zone to place text. The address zone and the co branding zone. The co branding zone is customized to include other co brands of General Motors or partnerships.

FIRST NAME LAST NAME Title or Position Information Line One Title or Position Information Line Two Department Name Street Address City, ST, Zip Code

E-mail: first initial.lastname@gm.com Tel:000 000 0000 ext. 000 Fax: 000 000 0000 Mb: 000 000 0000 Toll Free: 000 000 0000 www.gm.com

Business Card Front

Business Card Back

Address

Co branding Zone

Envelope

37


FAX To:

Louis DeFreeze III

From: Mary Hue Lawson

Fax:

301 987 4438

Pages: 2

Phone: 301 987 4465

Date:

Re: Brand Identity

Cc:

March 18, 2011

Letterhead and Fax Cover Sheet The General Motors letterhead should be used with Helvetica Neue Font. The Segment name (Helvetica Bold 10 pt) Sub-segment name (Helvetica Medium 10 pt)

Corprate Commuincations 300 Renaiissance Center Detroit, MI 48265

Fax Cover Sheet

Letterhead

38


Print

Sample Print Ad 1

Print Ad Specifications Headline Verdna Size 21 pts The body copy font is Helvetica Neue Regular 15 pts size. The call to action is to address which GM vehicle is being reffered and where to find out more information. The font is Helvetical Neue Light.

Headline >

Use electricity the right way...

Body Copy >

Just don’t purchase any electric vehicle, but choose a vehicle base on the newest technology.

When developing ads only you the stack logo or the stack logo with the tagline only.

Call to Action >

39

Hybrid Plug-in Electric Vehicles www.generalmotors.com

Change the way you Drive.

< Stack Logo


Sample Print Ad 2

Headline >

The Day We Start to use Clean Energy, is the Day We Change the World.

Stack Logo >

“Change the Way You Drive.”

Body Copy >

EV Buick Lacrosse

Hybrid Plug-in Electric Vehicles www.generalmotors.com

< Call to Action

40


4.3 Interactive

Home Page Example Horizontal Logo 400 x 120

Social Media Icons 50 x 50 px

I n t e r a c t i v e We b

Web Header is to always use horizontal logo version with tag out line. The web page consist of two flash banner options to display banners. Main Flash Banner Used as main area to display information as call to action.

Main Flash Slider 500 x 350 px

The General Motors home page uses standard screen size on the web 1024 x 760 with no scrolling.

Flash banner two used as secondary communication for access special offers by General Motors. Flash Banner Two 500 x 200 px

Footer

1024 x 768 px

41


Inside Page Example Horizontal Logo 400 x 120

Social Media Icons 50 x 50 px

Search

EV NEWS / MEDIA | ELECTRIC VEHICLES | ELECTRIC TECHNOLOGY | COMPANY INFORMATION

FOLLOW US

All Electric Vehicle

< Tab Header 250 px

< Main Inside Header 650 px

Nav >

EV Buickdiffer Lacrosse How Chevy doesVolt all electric from other vehicles?

How Electric Work? - Why Go Electric - How EV’s Work - How EV’s Work Types of EV’s - All Electric Vehicle - Hybrid Electric Vehicle - Plug-in Electric Vehicle Infrastructure for EV’s - Government Projects - Charging Stations Other Support for EV’s - Mobile Devices - Internet

Fictintiae officiae. Ad quatibus maionectios id et eum qui sunto quo consene quia dolorerum conem etur, sequibe ratqui ut voluptati officatius sa porempo reiciae nossimin consecu sandae perrum quat lis minvell uptaquis excepud istinum fuga. Nam qui dem in rehendi quam repudis quid ma vendae. Nequi aces demporiatur, Fictintiae officiae. Ad quatibus maionectios id et eum qui sunto quo consene quia dolorerum conem etur, sequibe ratqui ut voluptati officatius sa porempo reiciae nossimin consecu sandae perrum quat lis minvell uptaquis excepud istinum fuga. Nam qui dem in rehendi quam repudis quid ma vendae. Nequi aces demporiatur, Fictintiae officiae. Ad quatibus maionectios id et eum qui sunto quo consene quia dolorerum conem etur, sequibe ratqui ut voluptati officatius sa porempo reiciae nossimin consecu sandae perrum quat lis minvell uptaquis excepud istinum fuga. Nam qui dem in rehendi quam repudis quid ma vendae. Nequi aces demporiatur, sequibe ratqui ut voluptati officatius sa porempo reiciae nossimin consecu sandae perrum quat lis minvell uptaquis excepud istinum fuga. Nam qui dem in rehendi quam repudis quid ma vendae. Nequi aces demporiatur, Fictintiae officiae. Ad quatibus maionectios id et eum qui sunto quo consene quia dolorerum conem etur, sequibe ratqui ut voluptati officatius

Fictintiae officiae. Ad quatibus maionectios id et eum qui sunto quo consene quia dolorerum conem etur

Fictintiae officiae. Ad quatibus maionectios id et eum qui sunto quo consene quia dolorerum conem etur

sa porempo reiciae nossimin consecu sandae perrum quat lis minvell

Help Center | Contact Us | Sitemap | All GM Sites \ Experience OnStar | Sitios en Español

1024 x 920 px

42


Motion Motion Motion

43


n

4.4 Motion

You Tube or Other Online Video 30 Sec Spot

Online Video The General Motors video can be proceed any the following option sizes: 300 x 200 for web or 4:3, 16:9 for commercial use. Call to action always display â&#x20AC;&#x153;Change the way you driveâ&#x20AC;?. At the end of commercial with visit www.gm.com. This is recap GM is responsible for commercial.

Sample Video with Logo tag line and call to action

44


Section 5.0

Soultion

Contents 5.1 Print 5.2 Interaction 5.3 Motion


46


5.1 Print

The Day We Start to use Clean Energy, is the Day We Change the World

The goal of the ads was to introduce the viewer to the ideal of using a electric vehicle but making sure they make the right choice in selecting the r right vehicle base on technology. Other ads are design to enforce the ideal that using a General Motors vehicle is helping to keep the enviroment safe. Ads would appear in magainze, billboards, or Bus stop ads.

“Change the Way You Drive.”

Hybrid Plug-in Electric Vehicles www.generalmotors.com

Chevy Volt

Use electricity the right way...

Don’t purchase any electric vehicle, but choose a vehicle based on the newest technology. Hybrid Plug-in Electric Vehicles www.generalmotors.com

47

Change the way you Drive.


Print Media Platforms

48


5.2 Interactive

The Brand vision for General Motors The objective of the web site was to keep users options simple and drive my audience to specific choices. In doing so the web site hierarchy is broken down to four main choices and then drill downs to more specific items in the section related to the top-level category. EV News & Media, Electric Vehicles, Electric Technology, and Company Information are topics I believe my audience will have a key interest in. One category that will be key for my audience is the Electric Technology section. Even though my goal is to sell my audience on buying an electric vehicle I want them to understand that the are not just purchasing another vehicle, but rather purchasing a new vehicle base on new technology. So the electric technology section will the education resource the educate consumers on why to use electric vehicles and the benefits.

49


Multi Web Platforms

50


5.3 Motion The General Motors 30 sec spot. Is base around How General Motors is changing the way people drive by providing vehicles with innovative technology that uses electricity as main source of energy in our daily commute. Spot would appear on areas like: facebook, Youtube, and other media markets.

PLAY

51


Motion Platforms

52


ABOUT THE DESIGNER Born in Bowling Green, KY Louis DeFreeze has always had a growing interest in drawing, computers, and art. In pursuing his artistic ability Louis managed to build upon his skill during high school, which lead him to pursue a Bachelor of Science Degree in Art \ Graphic Design from Murray State University in Murray, KY. After receiving his degree Louis relocated to Louisville, KY. Where he has had the opportunity to work for University of Louisville Hospital for over eight years in multiple creative positions, while gaining many versatile design skills in print, web, and other design media. Louis holds the current position as the Multi-Media Designer in the Marketing and Communications Department. Today Louis has a growing enthusiasm towards using traditional print media along with interactive web media. Louisâ&#x20AC;&#x2122;s goal is to transition to a leadership role and provide art direction towards developing welldesigned projects to solve problems. With his skills and knowledge Louis can be a great asset to any design team or agency.

Louis B. DeFreeze III

Louisville, KY www.freezerburngraphics.com freezerburngraphics.mac@gmail.com


Louis DeFreeze III | 4432 Jennymac Dr. Louisville, KY 40216 | freezerburngraphics.mac@gmail.com | (502) 544 - 3025

Project Book | Re-branding of General Motors  

MDFA Project Book Re-branding of General Motors