Honda revisits their logotype, brand architecture, and introduces ‘The Power of Dreams’.
Honda
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Honda’s slab serif logotype had not been changed for decades.
Originally designed for a large heavy engineering manufacturer, if it were not modernised, it would increasingly feel like a relic from a bygone industrial age.
Honda’s R&D team had worked on possible new directions, often very futuristic, the decision was made to refine the existing artwork.
Finesse, subtlety and rationale were missing, without which this piece of typography would be unable to express higher values like dynamism or modernity.
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Stage one of the design process dealt with rhythm, curvature and weight, and stage two the design of a new bracketed serif, optimising for legibity, and overall balance. The final stage concerned rationale, or understanding the change.
Lastly, ‘The Power of Dreams’ became the new strapline, for which custom typography was designed.
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