Custom LR Defender Branding

  • Started
  • Last post
  • 3 Responses
  • canoe


    New client is looking to brand a company that specializes in making considerable upgrades to LR Defenders - kinda like Chelsea Trucking Company.

    They are U.S. based, owned by a guy originally from England. A small portion of their business will be "walk ins" who want the company to customize a vehicle for them. But the majority of income will be from their "showroom" of modified, bespoke Defenders.

    Issue: He mentioned a hybrid logo with both British and American nuance. Aesthetically there's nothing wrong here, but when it comes to branding...

    • Why add American? I believe the reason is that it may be "appealing to the base country"?

    • But, if someone can afford a 200k car, won't they respond to a brand that is perceived as more exclusive?

    It's tough to work without data. Like if he would've come to me and said, I surveyed 1,000 people in our demo and they believe American cars are quality made and deserving of, etc, etc, then I'd be totally on board with the brand direction.

  • Nairn0

    Fascinating.

    • Am I overthinking it?canoe
    • If you think you can't navigate this without surveyed data input from 1000 respondents, then 'probably'.Nairn
    • Fascinating.canoe
  • canoe0

    Wouldn't the British/American logo also suggest that the custom work they do is primarily if not only for British or American makes?

  • hans_glib0

    whatmakes a logo "british" as opposed to "american"?

    • nothing unless it has national and cultural motifscanoe
    • The British version had a extra 'U'. So colour vs color, lougo vs logo, etcrobotinc
    • More Gill Sans I suppose.Wordsworth
    • Less 3D bezelsChimp