Honda Design & Branding HONDA LIVE EVERY LITRE by Grey London

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Industry Cars
Media Design & Branding
Market United Kingdom
Agency Grey London
Executive Creative Director Nils Leonard
Released July 2010

Credits & Description

Category: Logo Design
Advertiser: HONDA
Product/Service: HONDA CR-Z
Date of First Appearance: Jul 23 2010
Entry URL:
Executive Creative Director: Nils Leonard (Grey London)
Head of Art: Scott Bradley (Grey London)
Media placement: Online - Http:// - 23/07/2010
Media placement: Online - Http:// - 23/07/2010

Describe the brief from the client
'Live Every Litre' was the launch initiative for Honda's CR-Z, the first Hybrid sports car. The initiative invited Europe to share and vote on their dream journey. 13 of which became a reality.

Create a visual identity for the initiative aimed at a twenty-something demographic.

Describe the challenges and key objectives
Allow the brand to operate in a space that is typically user defined.

Engage young drivers who don’t care about another new car launch, and are suspicious of brands ‘talking at them’, particularly in their territory.

Communicate that this is a personally driven, social initiative and put the users at the heart of it.

Talk in a language particular to the target demographic.

Make the happening ‘cult’ and spread through word of mouth.

Describe how you arrived at the final design
The initiative was placed at the heart of the campaign, not Honda branding. The logo, based on the typographic smiley faces used by texters was redrawn to suggest positive, forward motion.
Internet design parameters became integral to the branding. Trebuchet, one of the 7 web-safe system fonts became the logo type.

Give some indication of how successful the outcome was in the market
The average age of people engaging with Live Every Litre was 26, succeeding in Honda’s aim to reach a younger audience than their usual drivers (average age 54).

6 million+ online media impressions, 2 million+ views of the short films and extensive mainstream media coverage across Europe, proved Live Every Litre - and the CR-Z – was being talked about outside of traditional motoring audiences.

The feature length film will be shared with an even wider audience in summer 2011 on Current TV, and discussions are in place with several other TV networks including Channel 5, Discovery Europe and Dave.