Oldsmobile Brand Strategy Book by MyLien Nguyen

Brand Strategy Book

TABLE OF CONTENTS 1.0

2.0

Overview 1.1 Mission 1.3 Competition 1.5 Brand Timeline 1.7 Audience Personas 1.9 Reposition 1.15 Brand Grids 1.17 Keywords 1.19

Logo Semiotics 2.1 Sketches 2.3 Computer Drafts 2.15

BRAND STRATEGY & ANALYSIS

LOGO DEVELOPMENT

3.0

4.0

Final Logo 3.1 Logo Construction 3.2 Logo Size 3.3 Logo Anatomy 3.4 Logo Variations 3.5 Unauthorized Uses 3.7 Color 3.9 Typography 3.10

Environmental Sign Business System Mobile / Website Emblems & Accessories

BRAND STANDARDIZATION

BRAND APPLICATIONS 4.1 4.3 4.5 4.7

5.0

BRAND EXTENSIONS Service 5.1 Roadside Assistance 5.3 Loyalty Rewards 5.5 Electric Vehicles 5.7 Promotional Items 5.9 Car Fragrance 5.11

BRAND STRATEGY & ANALYSIS

1.0 MyLien Nguyen

BRAND OVERVIEW

DESCRIPTION

FUTURE POSSIBILITIES

Based in Lansing, MI, Oldsmobile produces high-quality, top-performing, and economical automobiles that fit your budget and lifestyle.

As we have become more involved with complex routines and responsibilities, nostalgia comes knocking to remind us of simpler days. Revitalizing the Oldsmobile brand with new typefaces, colors, and style, paired along with the current logo, will keep the brandâ&#x20AC;&#x2122;s authenticity. Moreover, it will move the brand towards a newer generation of marketing and advertising.

HISTORY Founded in 1897 by a man named Ransom E. Olds, the brand was originally called Olds Motor Vehicle Co. The company survived for 107 years. During its lifespan, Oldsmobile produced 35.2 million vehicles, out of which 14 million were built in Lansing, MI. In 2004, the brand was phased out and released its last automobile.

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Brand Strategy Book

BRAND SOUL

COMPETITORS

Accelerating stylish performance.

Chevrolet Ford Honda Toyota Nissan Fiat Chrysler Automobiles Tesla Suzuki Kawasaki Yamaha BYD

KEYWORDS Futuristic Streamlined Nostalgic Moving / Motion Breaking Boundaries Vintage

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1.2

NEW BRAND MISSION STATEMENT

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Brand Strategy Book

DRIVE to produce MEMORABLE experiences

within our business and community.

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COMPETITIVE ANALYSIS

DIRECT / AUTOMOBILES

ANCILLARY / MOTORCYLCE BRANDS

FUTURE / ELECTRIC VEHICLES

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1.6

BRAND TIMELINE Source: https://www.oldsmobileclub.org/page/History

1897

1900

Ransom E. Olds starts Old Motor Vehicle Company; built 4 cars

Oldsmobile name first used

1908

1935

Brand joins newly organized General Motors Company

Logo from 1919-1940

One millionth Oldsmobile built

1950 Ransom E. Olds dies

Logo from 1940-1959

Logo from 1897-1919 Logo from 1960-1979

1896

1899

1901

Ransom E. Olds builds gas-powered car in Lansing, MI

Second company, Old Motor Works, moves to Detroit

Detroit plants destroyed by fire; returns to Lansing

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Brand Strategy Book

1916

1949

Brand begins using V8 engines

Rocket V8 engine introduced

1958 Becomes nationâ&#x20AC;&#x2122;s 4th largest automaker

1978 Lansing operations become North Americaâ&#x20AC;&#x2122;s largest passenger car assembly complex

1992

1997

2000

Buick-OldsmobileCadillac Group becomes corporate General Motors name only

Celebrates 100 year anniversary

GM announces it will phase out Oldsmobile

Logo from 1981-1996

Logo from 1996-2004

1984

1996

1998

2004

Becomes sales & marketing division in Buick-Oldsmobile-Cadillac Group; sells more cars this year than any other year

GM announces Oldsmobile will move to Detroit

Moves from Lansing to Detroit; Mid-1998, Lansing factory builds Alero model

Last Oldsmobile Alero rolls off assembly line in Lansing; Oldsmobile closes

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1.8

AUDIENCE PROFILE 1

RICK, THE CAR BUYER Rick is 32, living and working in Chicago, IL. He lives on his own, rents an apartment, and earns at least $42,000 a year. He enjoys the nightlife and spending time with his friends. Rick tries to visit his family, who lives 3 hours away, at least 3-4 times a month. Rick is looking at purchasing a new vehicle because his current vehicle is starting to have a lot of problems. He wants to find a dependable vehicle for when he visits his family. “I am getting nervous about my car breaking down on me in the middle of the highway.” “I want to find a car that is affordable but is still high-quality and dependable.” “I know there are a lot of different brands of vehicles out there, but I want to make sure I find the right one for me.”

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Brand Strategy Book

AUDIENCE PROFILE 2

MONA, THE GRANDMOTHER Mona is retired and has 4 grandchildren. She spends most of her days at home working in her garden and volunteering in her community. She is an “old soul” and longs for the “good ole days.” She cherishes her sentimental items and will reminisce with her friends and family. She dreams of having something from her past to be with her for the future, so that she can eventually pass it down to her grandchildren. “I would like to have something that I can pass down to my grandkids when they are older.” “It would be good to have a vehicle that I can get around town to do my volunteer work.” “I remember my parents having an Oldsmobile, and we had so many memories with that car. I want to have a vehicle that I can create memories with my own grandkids.”

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1.10

AUDIENCE PROFILE 3

SAMANTHA, THE PROFESSIONAL Samantha is a business woman working more than 40 hours a week, earning at least $60,000 a year. She commutes to work by train every day, and it has become a hassle. She wants to find a vehicle to eliminate waiting for transportation. She doesn’t mind spending money on a decent vehicle, as long as it is of high-quality and has a nice style to fit her personality. “When looking for a car, I don’t want anything too fancy, but I don’t want it too be to bland either.” “I don’t mind spending the money on a reliable vehicle. I will pay up to at least $30,000 for a good car.” “I hate waiting for the train. Having my own vehicle will allow me to just get in the car and come straight to all of my important meetings.”

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Brand Strategy Book

AUDIENCE PROFILE 4

JACOB, THE MILLENNIAL Jacob is a 25 year old, entry level architect. He moved to Austin, TX for his paid internship. He lives with his roommate, is single, and is trying to save money for a house. He has to commute an hour each way, to and from work. He also has picked up hiking and photography as hobbies, which he does on the weekends. His current Nissan is getting to be too small for him and his photography equipment. He needs to find something bigger with bigger interior and trunk space. “My photography equipment can’t fit my trunk. I have to maneuver things around to make it fit. I need a car that has a bigger trunk.” “When I go hiking, I always invite my friends. It’s hard to fit more than 3 people in my current car. It’s not very comfortable for people sitting in the back seat.” “I don’t have much money to spend, so I’m trying to find something I can easily afford.”

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1.12

AUDIENCE PROFILE 5

BILL, THE LOYAL CUSTOMER Bill is 60 years old, and has always been a loyal customer to the Oldsmobile brand. All his vehicles have been an Oldsmobile, and now he is in the market to buy a vehicle for his daughter. She has a learner’s permit, and he wants to find a vehicle for her that he knows will keep her safe, but will also be affordable for him. And because of his loyalty to Oldsmobile, he already knows where he will go to purchase the vehicle. “I’ve always been an Oldsmobile man...always.” “Oldsmobile has been good to me…I know it will be good for my daughter.” “She will love the car…just like I used to love it.”

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Brand Strategy Book

AUDIENCE PROFILE 6

CHUCK, THE BOSS MAN Chuck owns a delivery company and has been in business for more than 5 years. Located in Nashville, TN, Chuck’s employees need to have vehicles that are dependable for long routes and excessive stops. He is in the market to buy a fleet of cars that can be used for his delivery drivers, but he wants to make sure that the car company can deliver on their own promises and offers. “I need to, first and foremost, be cautious of all the fine print in regards to purchasing fleet cars.” “I need to make sure that these vehicles have great gas mileage as my drivers will be doing a lot of driving.” ”The vehicle’s comfort is next priority, as the vehicles will technically be my employees’ office for their 8 hour shift. I want them to be comfortable.”

MyLien Nguyen

1.14

REPOSITIONING STATEMENT

Oldsmobileâ&#x20AC;&#x2122;s goal is to build and produce vehicles that offer stylish performance for consumers. Oldsmobile was strictly an automaker, but now, we drive to produce memorable experiences within our business and community, while bringing forth beautiful details of our past. THE NEW OLDSMOBILE will now offer auto service, roadside assistance, a loyalty program, and new models of electric vehicles. We aim to create these great experiences with our community.

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BRAND GRIDS

OLDSMOBILE

OLD COUNTRY Before

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OLDSMOBILE

NEW CITY After

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1.18

FIVE KEYWORDS

Futuristic Streamlined Nostalgic Moving / Motion Breaking Boundaries Vintage

FUTURISTIC BREAKING BOUNDARIES LARGE SCALE

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KEYWORD: FUTURISTIC Angles, shapes and colors define the style.

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KEYWORD: BREAKING BOUNDARIES Open boundaries to convey the thought of breaking from the norm; or boundaries to create focus on certain features.

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KEYWORD: LARGE SCALE Larger scaled graphic elements to catch attention and create impact.

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Brand Strategy Book

LOGO DEVELOPMENT

2.0 MyLien Nguyen

LOGO SEMIOTICS

ICONIC

INDEXICAL

SYMBOLIC

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2.2

LOGO VARIATIONS

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2.4

LOGO VARIATIONS

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2.6

LOGO VARIATIONS

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2.8

LOGO VARIATIONS

Chosen logo.

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LOGO VARIATIONS

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2.12

REFINED SKETCHES Based on instructor critique, I focused mainly on refined sketches for Logo Variation #38. I decided to add in Logo Variation #33 to give a different version that I think will work as well.

Logo Variation #38

Logo Variation #33

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Brand Strategy Book

Logo from 1897-1919

MyLien Nguyen

LOGO COMPUTER DRAFTS Based on Logo Variation #38

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Brand Strategy Book

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2.16

LOGO COMPUTER DRAFTS Based on Logo Variation #33

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Brand Strategy Book

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2.18

Brand Strategy Book

BRAND STANDARDIZATION

3.0 MyLien Nguyen

FINAL LOGO

3.1

Brand Strategy Book

LOGO CONSTRUCTION CLEAR SPACE: To the left and right of the logo, clear space is defined by the width of two letter Eâ&#x20AC;&#x2122;s from the logo, and top and bottom the height of one letter E. Spacing will scale as necessary.

X 0.864 inch high

35.5 degree rotation

-144.5 degree rotation

MyLien Nguyen

3.2

LOGO SIZE MAXIMUM SIZE: There is no maximum size for the Oldmobile brandmark, due to larger applications that may warrant a larger size. It is vital to keep the brandmark proportional at all times. MINIMUM SIZE: The minimum size of the brandmark will be 2 inches wide by 1.1543 inches high. At the minimum size, the TAGLINE WILL BE REMOVED from the brandmark due to illegibility.

2.8857 inch high

5 inch wide

1.1543 inch high

2 inch wide

3.3

Brand Strategy Book

LOGO SIGNATURE & ANATOMY

Wordmark Signature

driven experience

Tagline

Logotype

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3.4

LOGO VARIATIONS The brandmark will only have black and white variations, and a variation where the tagline will be added.

3.5

100% Black

Pantone Black C

White against a solid colored background.

White against a photo background.

Brand Strategy Book

LOGO WITH TAGLINE VARIATION To be used on print collateral when size is larger than 5 inches wide. Logo must be kept proportional. Tagline can be used in black and white versions as well.

driven experience

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3.6

UNAUTHORIZED USES

Do not remove rectangle shape behind logotype.

Do not remove dots.

Do not change color of brandmark.

Do not close the angled stroke.

Do not change the font of the brandmark.

Do not rotate the brandmark.

3.7

Brand Strategy Book

Do not change color of back rectangle.

Do not add effects such as drop shadow.

Do not outline the brandmark.

Do not remove the diagonal lines.

Do not round the corners of the brandmark.

Do not fill in the entire logo shape with a color. MyLien Nguyen

3.8

COLOR PALETTE

3.9

Brand Strategy Book

CMYK =

83 / 0 / 24 / 41

RBG =

0 / 122 / 134

HEX =

007F8B

PMS =

7713C

CMYK =

64 / 59 / 60 / 41

RBG =

75 / 72 / 70

HEX = PMS =

4B4846

CMYK =

15 / 100 / 100 / 0

RGB =

210 / 35 / 42

HEX =

D2232A

PMS =

1795C

TEAL This color will be used for headlines and the primary color for the brandmark.

PANTONE BLACK This color will be used primarily for body copy.

Pantone Black C

RED This color will be used strictly for accent colors, and for the strokes used as a graphic element.

TYPOGRPAPHY

ABC

DISPLAY LEAGUE GOTHIC REGULAR Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890?!@$&().

HEADLINE AVENIR HEAVY Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

1234567890?!@$&(). Body Copy Avenir Book Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 ? ! @ $ & ( ) .

Caption Avenir Book Oblique Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0? ! @ $ & ( ) .

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3.10

Brand Strategy Book

BRAND APPLICATIONS

4.0 MyLien Nguyen

APPLICATIONS

ENVIRONMENTAL SIGNS BUSINESS SYSTEM WEBSITE/MOBILE APP CAR EMBLEMS CAR ACCESSORIES

4.1

Brand Strategy Book

MyLien Nguyen

4.2

APPLICATIONS

ENVIRONMENTAL SIGNS BUSINESS SYSTEM WEBSITE/MOBILE APP

Oldsmobile Main Office: 1188 E Camelback Road Phoenix, AZ. 85014-3270

CAR EMBLEMS

Jerry Hall General Manager j.hall@oldsmobil.com

P: 602. 264.1188 W: oldsmobile.com

CAR ACCESSORIES

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sci dolupta as eos pro omnienimpe nonectis alit ea volum um enda venimet ea quid quissiti remoluptis earum quid s, verchic ienecum faccaerovid quia num hita as explique io eosapiendae voloreh entiati ratior as rerrovid eossim pra parum sus sectendit dolut eos ditatempor sit restibus. Mette Storm 1408 California Street San Francisco, CA 94109

Oldsmobile Main Office: 1188 E Camelback Road Phoenix, AZ. 85014-3270 P: 602. 264.1188 W: oldsmobile.com

Mr. Mette Storm 1408 California Street San Francisco, CA 94109

Oldsmobile Main Office: 1188 E Camelback Road Phoenix, AZ. 85014-3270

4.3

Brand Strategy Book

April 9th, 2019

Mette Storm 1408 California Street San Francisco, CA 94109

Oldsmobile M 1188 E Camelb Phoenix, AZ. 8

Dear Mr. Mette,

P: 602. 264.1 W: oldsmobil

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Sincerely, Oldsmobile Main Office: 1188 E Camelback Road Phoenix, AZ. 85014-3270 P: 602. 264.1188 W: oldsmobile.com

Gary Kelly Chairmain, President & CEO

Oldsmobile Main Office: 1188 E Camelback Road Phoenix, AZ. 85014-3270

Jerry Hall General Manager j.hall@oldsmobil.com

P: 602. 264.1188 W: oldsmobile.com

Oldsmobile Main Office: qui doluptas plia nimint. Cus estia 1188 E Camelback Road um endae sum, ofﬁcillent, cus Phoenix, AZ. 85014-3270

a verem suscia dolenimus, sapers quis ea quas net liquunt rem. P: 602. 264.1188 W: oldsmobile.com et ex estiis pore natur, sende perit Nam, ofﬁcitium is moluptur.

a conse ma et aut quiderit debi empor sandeli tinctestrum sapieni rum et exceri sit etur? Quis pre endis veni velese volorrum velese omnihil millaut ut earum rem.

omnienimpe nonectis alit ea volum id quissiti remoluptis earum quid caerovid quia num hita as explique h entiati ratior as rerrovid eossim it dolut eos ditatempor sit restibus. Mette Storm 1408 California Street San Francisco, CA 94109

MyLien Nguyen

4.4

APPLICATIONS

ENVIRONMENTAL SIGNS BUSINESS SYSTEM WEBSITE/MOBILE APP CAR EMBLEMS CAR ACCESSORIES

BUILD AN EXPERIENCE FIND A DEALER OWNERS LOYALTY PROGRAM

driven experience

OLDSMOBILE

4.5

Brand Strategy Book

BUILD YOUR EXPERIENCE

FIND A DEALER

OWNERS

LOYALTY REWARDS

driven experience

OLDSMOBILE

MyLien Nguyen

4.6

APPLICATIONS

ENVIRONMENTAL SIGNS BUSINESS SYSTEM WEBSITE/MOBILE APP CAR EMBLEMS CAR ACCESSORIES

4.7

Brand Strategy Book

MyLien Nguyen

4.8

Brand Strategy Book

BRAND EXTENSIONS

5.0 MyLien Nguyen

SERVICE