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EVOKE INSPIRATION IN MOTION BRAND BIBLE


WHAT IF NO ONE EVER CHALLENGED THE STATUS QUO...


“We only have one future, and it will be made of our dreams, if we have the courage to challenge convention.” - SOICHIRO HONDA


AN INTRODUCTION TO BEING EVOKE THIS IS WHERE IT ALL BEGINS. THE ROAD OF PASSION AND INSPIRATION. TO STAND AMONG THE FUTURE WORLD CHANGERS. THIS BOOK WILL INSPIRE YOU, IT WILL CHANGE YOU. IT CONSISTS OF EVERYTHING YOU NEED TO KNOW ABOUT EVOKE. THIS BRAND BIBLE HOLDS THE KEYS OF THIS BRAND AND HOW IT IS MEANT TO BE USE. WE WILL SHOW YOU THE DIFFERENCE BETWEEN BUILDING A CAR AND A INSPIRATION IN MOTION.


THE SECRET TASK FORCE

The Evoke story started in 2010 with the formation of Honda's top secret task force. Its objective is simple. They are to create a performance lifestyle car brand for the next generation. No one knew accept the top management.The task force began working on an expansive dream, eschewing the simple re-badging of current vehicles to embrace a new automobile ethic encompassing not just the product but the entire purchase and ownership experience. This endeavour was not only ambitious but it was positively risky.


OUR PARENT: HONDA MOTOR COMPANY EVOKE was born out of the culture of Honda motor company. Our customers knows this and our partners knows this. From Honda, we have the same DNA, the pursuit of excellence in innovation and the belief in the power of dreams. But a child is also not the parent. It is different in it’s ways, it’s style and it’s lifestyle. We do not build cars to appeal to everyone, but to a new generation. Our goal is not to just provide practical solutions, our goal is to engage the heart and the minds of our customers. We are here to be an inspiration in motion.


EX-1 EVOKE FUTURE CONCEPT


BRAND ETHOS KANDOU: BEING DEEPLY MOVED EMOTIONALLY

Our engineers and designers was given one word. It was “Kandou”, The Japanese word for being moved emotionally. It governs the form and function of your cars. Bold and sophisticated in design. With clever technology that’s innovative, relevant and always intuitive. THIS IS OUR ETHOS.


DEFINING THE BRAND IT STARTED WITH ONE QUESTION, WHAT IF... IF NO ONE EVER CHALLENGED THE STATUS QUO? AT HONDA, WE PONDERED OVER THIS QUESTION. WE WANTED TO CREATE SOMETHING FOR A NEW GENERATION. SO AT HONDA, WE CREATED EVOKE. EVOKE BRIDGES THE GAP BETWEEN THE NEW AND THE OLD. WE ASPIRE TO FULFIL THEIR DREAMS OF BEING FREE TO GO ANYWHERE. HONDA WAS FOUNDED BY A DREAMER AND WE ARE A COMPANY WHO BELIEVES IN POWER OF DREAMS. WHY WE CALL IT EVOKE? THE WORD EVOKE MEANS “ TO CALL FORTH” . WE WANT THE BRAND TO BRING FORTH A NEW ERA. AN ERA WHERE YOUNG PEOPLE BELIEVE IN DOING THE IMPOSSIBLE. WHERE THE STATUS QUO IS CHALLENGED. A NEW PHASE OF THEIR LIVES, THE BEST YEARS OF THEIR LIVES.


EVOKE BRAND ESSENCE “INSPIRATION IN MOTION” IS A CONTINUATION OF HONDA’S SLOGAN “POWER OF DREAMS”. OUR CARS WILL CONSTANTLY BE INSPIRATIONS THAT ARE ON THE MOVE. PEOPLE WILL STOP AND STARE, OTHER BRANDS WILL TRY TO IMITATE. JUST LIKE OUR C ARS, OUR CUSTOMERS ARE INSPIRING INDIVIDUALS TO US. OUR PRODUCTS ARE DISTINCTIVE EVERY EVOKE IS CUSTOMISABLE. BACKED UP BY HONDA’S REPUTATION FOR QUALITY, WE DELIVER A CAR THAT IS BUILD TO LAST AND AMAZING TO DRIVE. OUR MISSION IS SIMPLE. WE ARE HERE TO EVOKE AND INSPIRE IN THE POWER OF DREAMS. TO BE AN INSPIRATION IN MOTION.


THE REVOLUTIONARY At EVOKE we like shaking things up. To understand this brand as a person it would closely resemble a revolutionary. Revolutionary individuals are most fulfilled when they can change something that they feel needs to be changed. Often unconventional thinkers who can develop new, cuttingedge approaches, they enjoy challenging the status quo and motivating others to think differently. They’re usually excited and challenged when they can take on tried-and-true methods or ways. We are radical but not reckless. We are always up for challenges. We do things differently. When someone says it cannot be done, we say let us try. This is how we roll.


TONE OF VOICE A HINT OF CHALLENGE We want to be seen as different. Daring and forward thinking. We always like a challenge and we like to challenge others. Our customers are also challenged to live better and go higher in their own lives. It has to provoke but with respect.. Challenging them to be an inspiration in motion. POWER TO THE PEOPLE We empower those who are with us. We want to encourage our customers to go for their dreams. Our words are words of power and strength. It is about breaking through and going higher.


OUR MISSION IS SIMPLE, WE ARE HERE TO MAKE A STATEMENT. IN THIS WORLD WHICH FOLLOWS STATUS QUO, WE WALK THE OTHER WAY, WE ARE HERE TO GIVE YOU THE ABILITY TO RUN, GO ANYWHERE , FOR THE ONES WHO ARE GOING TO BE WORLD SHAKERS, WE ARE RIGHT BEHIND YOU. FOR THE RISK TAKERS, GO FOR YOUR GOALS, , WE APPLAUD YOU, FOR THE LOVERS, LIVE OUT LOUD, LOVE LIFE AND IT WILL LOVE YOU BACK. SO GO AHEAD, CHANGE THE WORLD, DEFY CONVENTION, BETTER TO SEEK FORGIVENESS, THAN PERMISSION.

BE AN INSPIRATION IN MOTION


basic elements


CONTENTS - EVOKE CIRCLE - COLOUR PALETTE - TYPOGRAPHY & NAMING - BRAND LOGO + TAGLINE + SUB-BRAND - BRAND LOGO + TAGLINE + SUB-BRAND: LOCATION - PRINT TYPOGRAPHY - PHOTOGRAPHY


THE EVOKE CIRCLE This is badge version of the EVOKE’s trademark. It is known as the evoke circle, it should be use whenever possible. This logo represents strength and character. The logo is inspired by spear heading in to the future with character and strength. The centre portion features a E which represents structure and strength. The circle ring symbolises excellence and no compromises in our products and services. The logo is not to be taken apart to use in parts in any situation as everything is integrated and to ensure consistency.


COLOUR PALETTE The colour palette are the corporate colours of EVOKE. When designing anything for EVOKE, these colours are to be use for headers and tag lines.

PRIMARY PALETTE

SECONDARY PALETTE

BLACK: RGB 0,0,0 CMYK 75%, 68%,67%,90%

LIGHT GREY: RGB 230,230,230 CMYK 7%, 5%,5%,0%

WHITE: RGB 255,255,255 CMYK 0%, 0%,0%,0%

DARY GREY:RGB 52,52,52 CMYK 67%, 60%,59%,44%

RED: RGB 255,0,0 CMYK 0%, 94%,100%,0%


TYPOGRAPHY

GILL SANS STD

DODGER

THERE ARE TWO TYPEFACE THAT HAVE BEEN SELECTED FOR EVOKE. THIS ARE TO BE USE ACROSS THE WHOLE ENTIRE BRAND TO BE CONSISTENT.

NAMING A wide range of EVOKE nameplates, products and services fall under the EVOKE primary brand. For this primary brand, it is reproduced in Dodger typeface. For the sub-brands, it is to be reproduced only with Gill Sans Std light typeface. This is to ensure consistency.

NAMEPLATES

SERVICES

EVOKE IMPULSE EVOKE XTREME EVOKE FREEDOM EVOKE PRE-OWNED EVOKE PRIVILEGE


BRAND LOGO + BRAND CLAIM 1) The EVOKE circle must be reproduced from the range available appropriate to the medium.

INSPIRATION IN MOTION

2) The brand claim “Inspiration in motion” must always appear in english and in Dodger typeface.

BRAND LOGO + BRAND CLAIM+ SUB-BRAND Whenever the sub-brand is used, it must be reproduced as the same size as the brand claim.

INSPIRATION IN MOTION

EVOKE IMPULSE

EVOKE FREEDOM


BRAND LOGO + BRAND CLAIM LOCATION + SUB-BRAND


DON’TS FOR BRAND LOGO + BRAND CLAIM + SUB-BRAND LOCATION


PRINT TYPOGRAPHY

To create publicise, our latest cars, we use print advertising which can be seen on big billboards or in the daily newspaper. The headline for the pr int adver tisement has to be the biggest among other sentence to drive home the idea. The picture use must cover at least 2/3 of the frame.


PHOTOGRAPHY

WE KNOW HOW IMAGES AFFECT OUR PERCEPTION. A WELL COORDINATED SET OF IMAGES BRINGS THE BRAND ALIVE. LOCATION PHOTOGRAPHY: The location has to be credible yet aspirational at the same time. It should be accessible, and civilised. It should portray a location whereby EVOKE users can go and a place where their cars can be used. CAR PHOTOGRAPHY: The cars must be sharply in focus and shot from an angle that makes the car look dynamic and three-dimensional. The lighting on the car should look natural yet it accentuates the contours of the car.


EVOKE IMAGES ARE MEANT TO INSPIRE AND LEAVE THE VIEWERS WANTING A PART OF THAT. IT HAS TO TANTALISE THE VIEWERS AND EVOKE A SURGE OF DESIRE. LIFESTYLE PICTURES OF PEOPLE DOING ACTIVITIES TOGETHER ARE OFTEN USE IN CONJUNCTION WITH PICTURES OF THE CARS ITSELF. PEOPLE PHOTOGRAPHY: It should be modern and contemporary. It should feel natural as well as spontaneous. Photographers chosen must have a vast experience dealing with people.


PEOPLE FEATURED IN THE PICTURES ARE TO LOOK AROUND THE AGES OF 21 - 35 YEARS OF AGE. THEY ARE TO LOOK FRESH, CONFIDENT AND FORWARD LOOKING. INTERIOR PICTURES: Picture of interiors are to be done in a way that it appeals “sexy” and “Seductive” This is to be created with light and shadow.


DON’TS FOR PHOTOGRAPHY To maintain consistency in our imagery, there are a few guidelines we have governing pictures being use. -Do not use blend colours and background -Do not use elderly people -Talents are not to pose with the cars.


communications channels


CONTENTS - ADVERTISING TIER 1 - ADVERTISING TIER 2 & 3 - BROCHURE + DIRECT MAIL - DEALER STATIONARY - INTERNAL TEMPLATES - WEBSITE - SHOWROOMS - EVENTS & AUTO-SHOWS


ADVERTISING TIER 1 POSTERS & TV The same look and style elements as tier 1 advertising are also featured in tier 1 poster advertising. Specific guidance exists in relation to the size of the EVOKE circle, the logo size and the size of headlines. In instances where special outdoor formats require it, there is a secondary layout option which the white box is taken out. The text is place in the picture space. All tier 1 TV advertising signs off with the end frame as shown. This TV end frame is not to be changed and is to be use at the end of all Tier 1 TV commercials and corresponding cinema ads. The end frame compromises of a black to white gradient background. The EVOKE circle and Brand claim is displayed prominently onto it in the middle . For reasons of legibility within the TV and cinema media environment.


ADVERTISING TIER 2 & 3 Tier 2 advertising picks up on many of the look and style elements from the Tier 1 advertising - to ensure continuity and consistency. Local markets will in most cases have their own in-market Tier 3 advertising guidelines, which need to be followed. Tier 3 advertising does, however, needs to utilise centrally produced car shots and follow brand guidelines whenever any ‘EVOKE’ branding is used.


BROCHURE + DIRECT MAIL

JOHN SMITH 94530123 SALES CONSULTANT

BROCHURE Cover for brochures and similar collateral will feature the EVOKE circle at the dominant top right-hand location. DIRECT MAIL


1 ALEXANDRA ROAD SINGAPORE 201231 TEL: 65 64129123 FAX: 65 64740852 DID: 65 63982426 JOHNSMITH@EVOKE.COM

DEALER STATIONARY SINGAPORE 201231 TEL: 65 64129123 FAX: 65 64740852

1 ALEXANDRA ROAD SINGAPORE 201231 TEL: 65 64129123 FAX: 65 64740852 DID: 65 63982426 JOHNSMITH@EVOKE.COM

1 ALEXANDRA ROAD SINGAPORE 201231 TEL: 65 64129123 FAX: 65 64740852 DID: 65 63982426 JOHNSMITH@EVOKE.COM

1 ALEXANDRA ROAD SINGAPORE 201231 TEL: 65 64129123 FAX: 65 64740852 DID: 65 63982426 JOHNSMITH@EVOKE.COM

SINGAPORE 201231 TEL: 65 64129123 FAX: 65 64740852

DID: 65 63982426

DID: 65 63982426

Dear Mr Smith

Dear Mr Smith

The same look and style elements as tier 1 advertising are also featured in tier 1 poster advertising. Specific guidance exists in relation to the size of the EVOKE circle, the logo size and the size of headlines. In instances where special outdoor formats require it, there is a secondary layout option which the white box is taken out. The text is place in the picture space.

Dealer stationary reflects our public image as much as any form of advertising. To maintain a consistent look, we have developed rules to govern the layout of the range of standard Dealer stationary.

1 ALEXANDRA ROAD SINGAPORE 201231 TEL: 65 64129123 FAX: 65 64740852 DID: 65 63982426 JOHNSMITH@EVOKE.COM

All tier 1 TV advertising signs off with the end frame as shown. This TV end frame is not to be changed and is to be use at the end of all Tier 1 TV commercials and corresponding cinema ads. The end frame compromises of a white to black gradient background. The EVOKE circle and Brand claim is displayed prominently onto it in the middle . For reasons of legibility within the TV and cinema media environment. Thank you

The same look and style elements as tier 1 advertising are also featured in tier 1 poster advertising. Specific guidance exists in relation to the size of the EVOKE circle, the logo size and the size of headlines. In instances where special outdoor formats require it, there is a secondary layout option which the white box is taken out. The text is place in the picture space. All tier 1 TV advertising signs off with the end frame as shown. This TV end frame is not to be changed and is to be use at the end of all Tier 1 TV commercials and corresponding cinema ads. The end frame compromises of a white to black gradient background. The EVOKE circle and Brand claim is displayed prominently onto it in the middle . For reasons of legibility within the TV and cinema media environment. Thank you

John SMith

John SMith

The examples shown are designed accommodate single or multiple addresses.

+

=

Jack Johnson Sales ambassador

1432 2134 5132 4132 5512 2132 132

NAME CARD MEMBERSHIP CARDS

TYPE FACE: GILL SANS STD MATT FINISH

1 ALEXANDRA ROAD SINGAPORE 201231 TEL: 65 64129123 FAX: 65 64740852 DID: 65 63982426 JOHNSMITH@EVOKE.COM WWW.EVOKE.COM


INTERNAL TEMPLATES

TITLE HEADINGS GOES HERE, GILL SANS STD LIGHT Subtitle headings goes here, gill sans regular

TITLE HEADINGS GOES HERE, GILL SANS STD LIGHT Subtitle headings goes here, gill sans regular

Two p owe r p o i n t t e m p l a t e s a r e available, both incorporating design elements of the look and style.

TITLE HEADINGS GOES HERE, GILL SANS STD LIGHT 100 75 50 25 0

2007

2008

2009

2010

TITLE HEADINGS GOES HERE, GILL SANS STD LIGHT Subtitle headings goes here, gill sans regular

Two powerpoint templates are available, both incorporating design elements of the look and style.


INSPIRATION IN MOTION

WEBSITE

VEHICLES \ FINANCES AND SERVICES \ COMPANY \ INITIATIVES \ BRAND

CONFITURE YOUR EVOKE

REQUEST BROCHURE

The brand claim ‘INSPIRATION IN MOTION’ Is kept clean and uncluttered, with its relationship to the EVOKE CIRCLE dictated by the asset format. A plinth may be used to accommodate the navigation features. It should bleed to the left- and right- hand sides.

BOOK A TEST DRIVE CONTACT \ PRIVACY \ TERMS & CONDITIONS \ THE EVOKE EXPERIENCE

INSPIRATION IN MOTION

EXTERIOR \ INTERIOR \ SPECIFICATIONS \ PERFORMANCE \ SAFETY

EVOKE

IMPULSE

BOOK A TEST DRIVE CONTACT \ PRIVACY \ TERMS & CONDITIONS \ THE EVOKE EXPERIENCE


SHOWROOMS

Our showrooms are the moment of truth with our consumers. It is where they experience the brand for real. The showroom environment must bring our brand to life, leveraging Evoke brand over name plate messages. It has to be modern and contemporary and it has to feel ahead of its time.


EVENTS & AUTO-SHOWS With experiential marketing, we are talking about environments that vary from autoshows to retail parks. At such places, Evoke is often in visual competition. To be noticed, a stronger and more powerful design has been developed over the years and it will continue to evolve. The design language evokes strong color, and primary brand attractors. The use of a sporty, performance and lifestyle messages brings to life what the Evoke brand is all about. The rules of engagement differs with every event and place. The Evoke circle must always be present and it has to seen from afar.


DON'T JUST COMMUNICATE. CONNECT CONSUMERS AND THE MEDIA WORLD IS CLOSELY INTERTWINED.

PEOPLE DO NOT JUST WANT TO COMMUNICATED, THEY WANT TO BE ENGAGED AND CONNECTED THIS BRAND BIBLE TEACHES YOU THE FUNDAMENTALS BUT DO NOT STOP THERE BE BOLD BE BRAVE, DO NOT JUST BE MERELY INSPIRED, BE AN INSPIRATION IN MOTION.


“Enjoying your work is essential. If your work becomes an expression of your own ideas, you will surely enjoy it.” - SOICHIRO HONDA


INSPIRATION IN MOTION

FOR MORE INFORMATION CONTACT For access to the assets presented here and questions regarding their usage, please contact 1 ALEXANDRA ROAD SINGAPORE 201231 TEL: 65 64129123 FAX: 65 64740852 DID: 65 96490783


EVOKE BRAND BIBLE