Opel Design & Branding THE NEW OPEL by Scholz & Friends Berlin

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Industry Cars
Media Design & Branding
Market Germany
Agency Scholz & Friends Berlin
Executive Creative Director Wolf Schneider, Niels Alzen
Released May 2011

Credits & Description

Category: Consumer Products
Advertiser: ADAM OPEL
Chief Creative Officer: Matthias Schmidt (Scholz&Friends)
Executive Creative Director: Wolf Schneider (Scholz&Friends)
Executive Creative Director: Niels Alzen (Scholz&Friends)
Managing Director Consulting: Caroline Theissen (Scholz&Friends)
Creative Direction: Wolf Schneider (Scholz&Friends)
Creative Direction: Markus Daubenbuechel (Scholz&Friends)
Creative Direction: Joerg Sachtleben (Scholz&Friends)
Creative Direction: Jens Agotz (Scholz&Friends)
Art Direction: Olivier Nowak (Scholz&Friends)
Art Direction: Leif Joneck (Scholz&Friends)
Art Direction: Marcus Kubicke (Scholz&Friends)
Art Direction: Désirée Denner (Scholz&Friends)
Art Direction: Josephine Hempel (Scholz&Friends)
Art Direction: Kerstin Mueller (Scholz&Friends)
Copy Writer: Valentin Burkhardt (Scholz&Friends)
Copy Writer: Andreas Hilbig (Scholz&Friends)
Consultant: Lena Lederbauer (Scholz&Friends)
Media placement: Corporate Design - Worldwide - Kick Off May 2011 - Ongoing

Describe the brief from the client
Opel was supposed to find a way back into public attention by implementing a new and global identity. In doing so, it should keep the balance between its traditional image on the one hand, excellent design and innovative products on the other hand.

Describe the challenges and key objectives
Challenge: - Implement the new Opel corporate design globally within the shortest time possible by adapting the new identity to a corporate design, which meets the challenges of the 21st century without neglecting the brand’s successful past.
Objectives: - Inspire clients, dealers and employees, media and markets around the world with self-confident communication using three key concepts:
Simplicity: a clear and unambiguous message
Focus: one message and one element for maximum effect
Pride: in innovation, design and the courage to go your own way

Describe how you arrived at the final design
Opel’s brand idea is the source for the new corporate design and consists of only 5 elements: the brand, typography, colour scheme, sunstrip and imagery. All elements have their origins in the tradition of the Opel brand and have always been a feature of the brand’s DNA.

Give some indication of how successful the outcome was in the market
Compared to the previous year, the overturn rose about 8,2% Europe-wide in the first term of 2011; the total market shares got up to 6,4 5%. The electric car, Opel Ampera, was already booked up for 2011 before it was even on sale.