Visual Brand Language
A collaborative project with team Lion Pride: Collin Akemann, Bill Gavin, Andrew Haglund, & Lana Rottler.
This project began with a prompt to research and understand the visual brand language of a company. Our team examined the English vehicle company, Land Rover. The goal of the project was to first appoint an animal that embodies the Range Rover by Land Rover, and to use this animal to influence the design of a product line which align with the design cues from Land Rover’s heritage of superb design through aesthetics, materials, and brand values.
Every brand desires to communicate a strong and unique message to capture the essence of their products, and it is critical that the end-user experience is consistent with the brand’s message. The visual brand language is a culmination of the design of forms, finishes, colors, and features, which help the consumer identify the brand.
The contemporary design language of the Land Rover can be traced back to Maurice Wilks, who is credited for the inspiration and concept work that became the original Land Rover. Born from the chassis of a surplus military Jeep, the Land Rover vehicle became a symbol for quality and indestructibility. With a strong connection to its past, Land Rover takes pride in its ability to maintain its heritage while creating new emotional experiences for its customers.
While the new-generation Range Rover has become a symbol for luxury and status, it has not lost the integrity of a vehicle that can go “above and beyond” the expectations and standards that have been placed on automobiles. It is designed to exude supremacy in every aspect: its capabilities, form, and exquisitely-designed features that make a Range Rover a truly magnificent vehicle.
The target user of the Range Rover is a successful businessman between the ages of 25 to 40 years of age. He is an adventurous man who loves outdoor activities, including hiking, sailing, and travel. He maintains his earnestness and ruggedness through his leisure activities. He appreciates and expects that the products he purchases will use high-quality materials, because he understands that quality will ensure the performance and longevity he requires.
The Range Rover’s form is created by the use of flat rigid planes with subtle yet definitive transistions. There were several formal elements of the Range Rover that were visible in the natural contours and structures of the lion. These similarities and key features pave the way for defining the exact the essence of Range Rover’s design, which will aid in desiging a line of products with the same formal qualities as the Range Rover.
Few animals posess the strength, prescence, and regality to epitomize the unique qualities of the Range Rover. The lion is a proud and dominant animal that can live up to the standards of the Land Rover brand. Like the vehicle, the Lion is a symbol of supremacy and authority, making the lion a powerful and accurate representation of Land Rover. Additionally, England has a long tradition of incorporating lions and royalty.
Range Rover and the African Lion compliment one another symbolically and physically. Among other similarities, the geometry of the overhangs on the Range Rover match the bridge of a lion’s nose. In terms of proportion, the front of the vehicle and the lion's face share a similar structure and sectioning.
Bridge of Weir Leather Company worked closely with the auto designers to develop a semi-aniline leather that would perform according to Land Rover’s high standards, while being energy efficient. The fine leathers are complimented with real-wood veneers, and brushed aluminum instruments. The 2013 Land Rover switched to an entirely Aluminum 6000 series grade frame, helping shed 700 pounds from the vehicle. An aluminum body allows for an array of colors, textures, and finish options, yet nearly all of the finishes are classified as a metallic finish.
The Land Rover brand is most often associated with durability and dependability and every best-in-class power tool aims to thoroughly express these traits. Therefore, it was a natural fit to design a line of products based upon Land Rover’s design language. This was a collaborative project with four team members, where each member was responsible for designing one product. The intriguing architecture and retractable sheath made the circular saw alluring.
We found three keywords which embody the idea behind Range Rover and the lion, becoming function and aesthetics for our line of tools.
Centering upon the all-new Range Rover, we developed a color scheme which matched the strength and durability we wanted to communicate. Using forms, subtle curves, and champhers from the Range Rover, the final design can easily be recognized as an authentic Land Rover product.
On the left side of the circular saw is a vent system, borrowing from the the Range Rover’s front grille. As the function of both features is to improve the motor’s airflow, it was a fluid transfer of form to function. Similarly, the front of the saw has the distinctive three lines, which further improves the efficiency and longevity of the motor by increasing airflow.
Complimenting the circular saw is a reciprocating saw, a cordless nail gun, and a set of five tools: a screwdriver, hammer, hatchet, pliers, and utility knife.
