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REIGNITE ACURA'S PERFORMANCE SPIRIT
Coinciding with the 2016 return of the Acura NSX and the reintroduction of the brand’s founding tagline—Precision Crafted Performance—Acura aimed to reaffirm its performance focus and reclaim its racing heritage.
Our assignment was to provide Acura with a refreshed visual identity to match its new performance direction—one that spoke to its performance past and offered a modern and progressive appeal.
MODERNIZE ACURA'S PERFORMANCE HERITAGE
Our approach aimed to incorporate visual cues from Acura’s history, its lauded early days—when the NSX and Precision Crafted Performance were first introduced—and current initiatives in a progressive and dynamic way.
The visual identity would leverage colors from Acura’s past racing livery in clean and modern ways while using Acura’s current vehicle badging convention to develop a new performance-oriented typeface. Additionally, the design boldly showcased Acura’s point of view on performance and the beliefs that make the brand distinct.
IT SHOWCASED ACURA'S PERFORMANCE MOMENTUM
Our resulting visual identity provided Acura with a vibrant and active new personality to match its revitalized performance focus. The design has given an emotive and impactful presence to Acura communications and is currently being implemented across broadcast, print, in digital display, at point of sale, and during auto show activations.
Acura’s new design direction leverages many elements of the brand’s past, present, and future, paying homage to its performance roots while signaling what’s ahead.