There appears to be a standard formula when it comes to corporate and visual identity in the car category. “All look the same” doesn’t make one brand stand out over the others. Droga5 London’s new corporate and visual identity for Seat’s high-performance Cupra brand stands out.
The identity is part of the new brand platform, Another Way, for Cupra whose underline visual language shows both the car and driver, quite literally, from a different perspective. The new identity moves away from the visual conventions of performance car advertising, which tend to focus on the same angles, generic empty road locations and which rarely feature drivers. Droga5’s designs show people and places in boxed-out modules and give them the same prominence as the car itself – putting the car into a real-world context and putting allowing people to associate themselves with the brand. The new work will feature on all communications for the Cupra brand, including eCRM, digital display, social, out-of-home and print throughout Europe and Latin America.
Chris Chapman, head of design at Droga5 London, commented, “Another Way looks at the car from an unexpected perspective, one that provides a flexible visual language that elevates the context of the driver to the same level as the car itself.”
Credits:
Agency: Droga5 London
Creative Director: Chris Chapman
Art Director: Matteo Alibiso
Designers: Matteo Alibiso, Stephen Taylor, Michal Landa & Oli East
Account Director: Tom Elias, Jen Knox
Studio Director: Tim Larke
Agency Producer: Monika Andexlinger
CG Agency: Wellcom
Photographer: Piczo