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HRA
Shoghak Kazandjian
Kelsey Chow
Identity Systems
Simon Johnston
Art Center College of Design
Spring 2014
Contents

Original Concept
Logo Development
Final Logo
Brand Development
Color Scheme
Graphic Language
Brand Language
Applications
Posters
Stationery
Materials
Enviromental
Digital
Motion
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12
16
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26
30
32
34
36
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42
44
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Concept Name: CUT-OFF
The purpose of this design is to highlight the sleekness and sophisti-
cation of Honda Research. The act of cutting off parts of the letters
implies that there is more to reveal, much like Hondas research. The
cutting motion also represents forward movement and progressive-
ness, both characteristics which HRA demonstrates.
Original Concept
ORIGINAL
6 7
Research Infuence
In addition to movement and motion, this logo was inspired by the
effect from cutting and folding paper, and revealing a piece of
something at a time.
Original Concept
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10 11
12 13
Logo Development
To develop the CUT-OFF logo further, we decided to design our own
custom letter A that will fow better with the logo, while preserving
the original concept and design.
14 15
01
02
Honda
Research
America
Final
16 17
Final Logo
18 19
Once we fnalized the logo was fnalized, we began developing a strong
brand identity and a system to apply the logo to. This included creating
a design system for the different parts of Honda Research America,
exploring what this logo would look like in different countries, creating
a color scheme, and a graphic and brand language.
We preserved the original concept, of being cutting edge and forward
moving, and added a more humanistic touch to evoke inspiration in
HRA. We kept the color scheme black and white, while using color
everywhere else. Inspired by retro Honda imagery, we used photogra-
phy often in our design while staying consistent with our diagonal cut.
In addition, we used inspiring quotes by Mr. Honda and created the
motto What will Honda do?, drawing inspiration from Mr. Hondas
philosphies.
Honda
Research
America
Brand Development
20 21
America
Japan
China
Brazil
22 23
Honda
Research
America
Brand Colors
Honda
Research
America
Honda
Research
America
Black
50%
Grey
White
Inspired by retro Honda ads, we place these complimentary
colors over photos to desaturate them.
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Graphic Language
26 27
WHAT
WILL
HONDA
DO?
Brand Language

THE VALUE OF LIFE
CAN BE MEASURED
BY HOW MANY TIMES
YOUR SOUL HAS BEEN
DEEPLY STIRRED
WE ONLY HAVE ONE FUTURE, AND IT
WILL BE MADE OF OUR DREAMS, IF WE
HAVE THE COURAGE TO CHALLENGE
CONVENTION.
Quotes
POSITIVE & INSPIRING
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Real happiness lies in the completion of work using your own
brains and skills.
Racing improves the breed.
Success is 99% failure.
Enjoying your work is essential. If your work becomes an
expression of your own ideas, you will surely enjoy it.
What we learn through failure becomes a precious part of us,
strengthening us in everything we do. So let the tough things
make you tougher.
Since I was a small child, one of my dreams has been to compete
in motor vehicle races all over the world with a vehicle of my own
making, and to win.
Quotes
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Applications
While applying our Logo, Colors, Graphic & Brand Language to
different objects and etc, we thought about where design would be
most useful. We came up with inspiring posters and merchandise
which would be used internally, as well as a video to show off the
rebrand. In addition we created a website that would double as the
public website for HRA and a forum for employees.
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Posters
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Stationery
Honda
Research
America
Advanced Design
901 S. Flower St.
Los Angeles, CA 90015
(213) 622-0469
3rd April 2014
Douglas B. Lloyd
P.O. Box 83
Arcadia, California 91780
Dear Mr.Lloyd,
Thank you for your interest in the Honda hybrid campaign. We are glad that you have taken
notice and responded to our campaign.
Torespond to you query,the rational for the Hybrid campaign revolves around Honda's
inspiration towards mother nature. As such, it inspired the birth of the Honda Hybrid family.
Our series of advertisements were written to highlight and iron our environmental issues,
and explaining how Honda Hybrid vehicles have a positive impact to the environment. As for
the design, our department Advanced Design, in Los Angeles, California, produced the cars
you mentioned in your previous letter. You can learn more about our research department at
http://www.hondaresearch.com.
Once again thank you for your interest.
Should you want to know more about the Hybrid campaign, please take some time and visit
our website at http://hybrid.honda.com.my/
Yours sincerely,
Honda Research America
JimWells
Head of Customer Relations
Back Front
Honda
Research
America
WHAT
WILL
HONDA
DO?
36 37
Honda
Research
America
WHAT
WILL
HONDA
DO?
WHAT
WOULD
HONDA
DO?
Honda
Research
America
Materials
38 39
Enviromental
Honda
Research
America
THE VALUE OF LIFE
CAN BE MEASURED
BY HOW MANY TIMES
YOUR SOUL HAS BEEN
DEEPLYSTIRRED.
40 41
Enviromental
42 43
Digital
44 45
Honda
Research
America
Motion
46 47