You are on page 1of 9

Update of Visual Identity

Mazda Motor Corporation

Reproduction or appropriation of
images and photographs within
this material is prohibited.
Goal

To uplift visual impression of Mazda brand

• Support the realization of a consistent look of the


brand across all touchpoints

• Support to build a globally-consistent brand image

2
Background of VI update

Current VI guideline (released in 2008)

Brand Definition VI Brand’s “Look”

Brand Definition

-Brand Pyramid ・Brand Mark

2
・ZZ Logo
Our brand vision

-Brand Vision A “one & only” distinctive brand,


・ D Wing
respected and loved by enthusiastic fans,
although modest in scale

・Color
36

“Mazda Premium”
Brand Journey

Premium

-Brand Position
Distinctive Brand-

Stylish:
driven Player

Future

Unique

・Font
Today

Conventional Price-

Vibrant, Friendly
Driven Player

Insightful: ・Angle
Courageously creative
Spirited:
Fun, Liberating

3
Background of VI update

Our VI should reflect the update and clarification of our brand definition.

Brand Definition VI Brand’s “Look”

Brand Definition

-Brand Pyramid ・Brand Mark

2
・ZZ Logo
Our brand vision

-Brand Vision A “one & only” distinctive brand,


・D Wing
respected and loved by enthusiastic fans,
although modest in scale

・Color
36

“Mazda Premium”
Brand Journey

Premium

-Brand Position
Distinctive Brand-
driven Player 36

“Mazda Premium” Future

Brand Journey
Unique

・Font
Today

Premium
Conventional Price-
Driven Player

Distinctive Brand-
driven Player

Future
・Angle
Unique

Today

Conventional Price-
Driven Player

4
Principles of new VI guideline

Express Mazda's brand essence "Celebrate


Driving" with sophistication

. Use expressions that accentuate and maximize the emotional appeal


of our products

. Use controlled expressions with room to breathe;


avoid crowding in too many elements or too much information

. Use expressions designed to evoke heartfelt excitement and


a sense of exultation among target customers

. Convey the pride and confidence of the Mazda brand and everyone
involved with it

5
Evaluation Summary of current VI guidelines

Font
Keep

ZZ Logo Color
Update

Angle Dynamic W
Drop

6
Update: Brand Mark

・ Express equivalent three-dimensional effect and quality of 3D CI.


・ Change script’s corporate color blue to a high-quality tone.
・ The gray scale version was developed with an intention to secure a
high quality impression of the brand mark just as the full color version
even in monochrome expression. 7
Update: Zoom-Zoom Logo

・ Remove angled expression and place horizontally.


・ Express subtly, in monochrome color.
・ Place on either top/bottom or left/right of CI, to show association
between “Mazda” and “Zoom-Zoom.”
・ In order to secure “white space”, which is the key to a high-quality look,
do not lock-up with CI.
8
Update: Color Strategy

・ Mazda’s corporate color remains as blue. As a color with a rich heritage


for the Mazda Brand, this special blue is used basically in the Brand Mark.
・ For product communication, background colors which spotlight the
products are to be used (monochrome tones or low-intensity neutral
colors).
• To increase the flexibility of expression, fixed accent color to be removed.
・ For non-product communication, high-quality expression centered around
achromatic colors are to be used. 9

You might also like