Branding

Hyundai (Brand Vision) from Trizz Studio

Back in the early 1990’s I attended a lecture on automotive advertising that made a comparison to the way cars are, or were advertised in Japan at the time versus the United States. In Japan, it was less about the car and more about the mood or feeling. Here in America, little has changed. Most car ads talk about how fast you can go, how much you can haul, will this vehicle help you compensate for something missing in your life, etc. It was and still is an interesting comparison as to how different cultures perceive product relationships and branding. For example the video below, not for a Japanese car, but for Korean Hyundai. The video is an abstraction on relating to the automobile Hyundai’s design sensibilities. It is a short film that combines natural senses and emotions with visual abstractions that relate to what the product stands for; confidence, essentials, refinement, sensuality, effortlessness. It conveys all of this without ever showing a single Hyundai car, and not revealing the brand until the very end of the clip.

The video is an abstraction on relating to the automobile Hyundai’s design sensibilities. It is a short film that combines natural senses and emotions with visual abstractions that relate to what the product stands for; confidence, essentials, refinement, sensuality, effortlessness. It conveys all of this without ever showing a single Hyundai car, and not revealing the brand until the very end of the clip.  What a completely different approach to branding, and one that is the polar opposite of the way automotive branding and advertising is handled here in the good old US of A.

Produced by Trizz Studio for Innocean Worlwide and Hyundai, this is a fantastic blend of CG work, live action footage, and sound design. High production value, and the opportunity to create an abstract representation of what the Hyundai brand represents helps to sell this piece. I think it is wonderful, and frankly would like to see more car ads like this, but I know for a fact no agency in America is ever going to pitch this kind of concept to an automotive client, let alone have an automotive client actually buy in, here in America.

WAtch it full screen and turn up the volume.

A little Friday Inspiration.

Most of my Friday morning has been spent looking at video clips trying to find inspiration for an animated video wall that will be playing in an upcoming trade show. While perusing the Vimeo I came across this series of videos from NERDO for the rebrand of La Effe. Theses have such a great look to them. Simple graphics, reduced color pallet, nice use of typography, great timing, and presence. The Graphic Pack shows the application of the look across a broad spectrum of uses, while the indents showcase a tighter venue for the animation. Yes I am seriously considering borrowing some of this concept for my 60 second loops. If you want to know more about the work, there is a complete case study here.

A New Symbol For The South.

HatI’ve never lived in the South. I have cousins that live there and my brother moved to Alabama a few months back, and that is about as deep as my relationship to the southern United States gets. I know the south has a rich and diverse cultural heritage, and I know that the confederate flag is a symbol of controversy for many living there and not living there. It is a symbol that has long been divisive and polarizing, occasionally popping up in the news when there is a call to ban or abolish it from public use by a state or local government. So I can’t imagine the challenge of designing a new symbol for the south that would be inclusive, embrace the traditions and heritage of the region, and not spark arguments from those that believe the confederate flag is sacred.

Last year PRI and WNYC asked 70k ft to do just that, and they did. Below is the imagery that they created and some of the thinking that went into the redesign. The embedded links go to the South website and to the PRI site where the team discusses in detail the process, the thinking, and the reaction to the new symbol for the southern portion of the United States. It is an interesting read and listen if you have the time. I have mixed feelings about the end results. I like the new symbol better than the tired old confederate flag, but I’m not sure it will resonate with southerners. It’ll be interesting to see if this new symbol takes hold and develops traction in the future.

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Truck

Rosa Parks

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30 Brands Pronounced Correctly.

The infographic below is from the UK printing company Oomph that shows you the correct pronunciation of 30 famous brand names that most people get wrong. Everyone should read and memorize the correct way to pronounce these brands, so the next time you hear someone say it wrong, you can correct them. Because everyone wants to be corrected by a stranger. Especially when that stranger is correcting you on how to pronounce brands like Givenchy, Louis Vuitton, and IKEA. The good news is I now know how to pronounce Miele, so when I go to Nebraska Furniture mart to buy a new dishwasher I won’t sound like a complete fool.

SaidWrong