Honda’s R&D team recognised the need for a change to align the brand in the 21st century. They had worked on possible new directions, many very futuristic but came to the decision that what was needed was clever refinement of the existing artwork.
Honda wanted their new logo to express the company’s higher values of dynamism and modernity. They felt that the existing logo lacked the finesse, subtlety and rationale to reflect what Honda products offered the consumer.
Newlyn was commissioned with the task of creating a new identity for Honda, which would not only reflect the company values but also position their products for a generation to come without alienating Hondas loyal customer base.