garmin
opportunity
Expand the global garmin brand
ideas
My intent isn't to propose these as immediate projects — I understand the ramp-up that comes with a potential new role and a new brand. I'm bring these ideas in today as a starting point to discuss how the brand could naturally extend further.
results
hopefully, a great job and career
logo lock-ups
garmin excels across every segment it touchs. This means the application of a consistent lock-up system would not only cement it's premium stance but solidify it's brand expression across all verticals. I don't have a working knowledge of every possible SKU garmin offers but this practice example could be a direction that garmin can naturally use for many products moving forward. (note i did not use the register trademark version of the logo because this would be for product application specifically)
illustration
my main concern with the current illustration style is that while icons are consistent and great for small applications in larger applications they lack depth both physically and emotionally to resonate with core brand ideas.
my thought
The garmin brand, in-store, and OOh already take advantage of angular elements to create depth, texture, and differentiation. Why not take this application further and apply these angular elements as halftones to build an illustration system?
factors could be line density, line width, as well as color.
concept one
Using the same color palette, this concept does more than just suggest user functions, it illustrates aspiration. This goal isn't signaling a specific action but a desired destination, which every garmin user can resonate with. this concept lands more on the lust side of the spectrum but balances well relative to against the rest of the logical info available on-screen.
maybe we want to focus on one idea or activity. How would it apply then?
concept two
here the signal is focused on action. the abstraction of the illustration allows for more kinds of imagery while the halftone adds a style that is uniquely garmin. The benefit is that this illustration style provides opportunities to scale globally, works independently of production budgets, and creates shareable visuals for UGC and other content channels that photography can't alone.
Also could allow for so many fun opportunities with company merch, murals, signage, and activations.
motion language
With perpetually growing needs for content generation in the future it would serve garmin well to establish a motion language or style. ideally the motion language can flex from water sports, to running, to outdoors, to marine, avionics, and every other offering. The ideas below explore the landing animation for the logo at the end of an ad or ugc.
classic ease and opacity to show upward movement
the use of strokes could be further applied from illustration into motion.
a simple choke matte and threshold could reflect business segments related to water.
I did not bring these forward as "the answers to all of garmin's design needs" but examples for areas I could help expand the garmin brand.