Rebranding pontiac

Pure American PowerEstablish 1893

KNOWING OTHERS IS INTELLIGENCE; KNOWING YOURSELF IS TRUE WISDOM. MASTERING OTHERS IS STRENGTH; MASTERING YOURSELF IS TRUE POWER. —Leo TzuChinese Taoist Philosopher, 600 B.C.E

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ContentsOUR SIGNATURE 26past signatures 27updated signature 29anatomy of signature 30signature warning 32

OUR HISTORY 10 founders & early history 14timeline 16down fall 19

STANDARD 21 type family futures 23about type family 23type usage 24

OUR COLORS & GRID SYSTEM 34 secondary colors 35grid system 36 grid in use 37

ANALYSIS & PROJECTION 40sweet mullet era 44new & cool 46

OUR TARGET 48

OUR TRANSFORMATION 52fitness 54mental training 64grooming 72 arms club 82stationary 90applications 92


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OUR STORY

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Pontiac Solstice Roadster Coupe 2007

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FOUNDERS AND EARLY HISTORYEdward Murphy and Alanson Brush Murphy was the founder of Pontiac Buggy Company in

Pontiac, Michigan which produced horse-drawn carriages, and was looking to evolve into the

automotive age. Brush, who was responsible for the design of early Cadillacs, later became

an engineering consultant in Detroit. When the two met in 1906, Brush showed Murphy his

design for a small two-cylinder car that Cadillac had rejected. Murphy bought Brush’s automo-

tive idea, and decided it should carry the name “Oakland” as did his horse-drawn vehicles.

During the summer of 1907, Murphy organized the Oakland Motor Car Co. His lack of

sales with the Oakland, a two cylinder vertical engine that rotated counterclockwise,

convinced him that Cadillac might have been right in rejecting the Brush design. In 1909,

a line of 40-hp four-cylinder cars with sliding-gear transmissions was introduced, and more

successful. Unfortunately, Edward Murphy didn’t see the increased sales due to his sudden

death in 1908.

Shortly before his passing, Murphy had met with another former buggy man named

William C. Durant. Soon afterwards, Oakland became part of Durant’s General Motors Empire

and its design would evolve under his rule. Oaklands most recognized model was produced

in 1924, the “True Blue Oakland Six” which came with a new L-head engine, four-wheel

brakes, centralized controls and an automatic spark advance, and painted with a Blue Duco

nitro-cellulose lacquer. In 1926, Alfred R. Glancy, Oakland’s assistant general manager intro-

duced the Pontiac - a quality six cylinder engine car designed to sell for the price of four.

This new “companion car to the Oakland was an instant success and Pontiac had been born.

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Pontiac moved up to producing the cheapest cars with straight eight-cylinder (inline eight) engines. This was done by using many components from the 6-cylinder Chevrolet, such as the body.

1948All Pontiac models were essentially 1942 models with minor changes. The Hydra-matic automatic trans-mission was introduced in 1948 and helped Pontiac sales grow even though their cars, Torpedoes and Streamliners, were quickly becom-ing out of date and out of step with the growing youth market.

1933 1955

1961The 1961 models were again drastically reworked. The split grille returned, as well as all new bodies and a new-design perimeter frame chassis for all full-size models. These new chassis allowed for reduced weight and smaller body sizes.

1975

Pontiac introduced the new sub-compact Astre, a version of the Chevrolet Vega. This was the brand's entry into the fuel economy segment of the market. 1975 would also see the end of Pontiac convertibles for the next decade.

1984

Next came the 1984 Fiero. This was a major departure from anything Pontiac had produced in the past. A two-seat, mid-engined coupe, the Fiero was targeted straight at the same market that Semon Knudsen had been aiming for in the late 1950s: the young, affluent buyer who wanted sporting performance at a reasonable price.

1990All new models were produced but at more lengthy intervals. The 1990 model year saw the launch of Pontiac's first minivan and light truck, the Trans Sport. The Sunbird was replaced with the (still J-body) Sunfire in 1995.

2003

In 2003, it was announced that the Grand Prix would be in its last year of its generation, with an improved 7th generation on the way for 2004.

Pontiac replaced the Ventura with the Phoenix, a version of Chevro-let's fourth generation. Pontiac also introduced its 151 cubic inch "Iron Duke" 4-cylinder overhead valve engine. This engine would later go into many GM and non-GM auto-mobiles into the early 1990s.

1977In 2006, the G6 introduced both a coupe and hardtop convertible variant to its lineup, mimicking a lineup similar to the BMW 3-Series. This also marked the year for the introduction of the Solstice roadster, which competes with the Mazda MX-5. The Torrent SUV was also introduced and saw reasonable sales, considering its lack of performance.

1990

The big news was the introduction of a new 173-horsepower (129 kW) over-head valve V-8 engine. Pontiac took a big leap ahead in the public's eye and sales jumped accordingly. With the introduction of this V-8, the six cylinder engines were discontinued; a six-cylinder engine would not return to the full-size Pontiac line until the GM corporate downsizing of 1977.

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1933 1948 1961 1968 19841971 2003 2007

DOWN FALL2005, Down fall a new beginning 2005 was the swan song for the Pontiac Bonneville.

With the demise of the V8 Bonneville.

In 2006, the G6 introduced both a coupe and hardtop convertible variant to its lineup,

mimicking a lineup similar to the BMW 3-Series. This also marked the year for the intro-

duction of the Solstice roadster, which competes with the Mazda MX-5. The Torrent SUV

was also introduced and saw reasonable sales, considering its lack of performance.

2007 saw the introduction of the G5 coupe, which replaced the compact Sunfire. This

car wasn't planned for Pontiac, as it diluted its performance image, but the dealers had

no small car to compete with imports, and complained. However, the car is sold as a

sedan only in Canada and Mexico.

As part of GM not releasing the G8 ST, Pontiac has decided to make 2009 the final year

for its light trucks, with the Montana ending production in September 2008 as a 2009

model, followed by the slow-selling Torrent crossover SUV. The only Pontiac light truck

in the American lineup was the Pontiac Torrent crossover SUV from 2007–2009.

For the 2010 model year, Pontiac introduced the G3 hatchback, which is a rebadged

Chevrolet Aveo. This was Pontiac's first subcompact since the 1993 LeMans. The hatch-

back was first sold in Canada for the 2009 model year as G3 Wave. From 2005–2008,

Pontiac's rebadged Aveo in Canada was formerly known as the Wave. However, eliminat-

ing the Pontiac brand to appease Congress to pass the 25 billion dollar bailout.

On 2 December 2008, GM announced that Pontiac will be reduced to a "niche" brand

selling fewer models in the Buick Pontiac GMC dealers.

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STANDARDS

Branding | Identity | STANDARDS

TYPOGRAPHY

Not to be mistake for Helvetica

23

FONT FAMILYAdrian Frutiger imposed strict discipline across all elements of the

series, from light to dark, extra condensed to extended, a concor-

dance of design that was possible in the foundry type and photo-

composition fonts. Any version may be mixed within a word with

any other. It may be argued that the design of the most popular

central series is limited by strict conformity to little used extremes.

If Helvetica gives us the strongest central designs at some sacrifice

in uniformity across the series, Univers gives us a uniform series by

disciplining the central designs.

Univers 45 light, 65 Bold Oblique and 75 black

4Pr

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A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0 ( , . ; ' / \ = - * & ^ % $ # @ ! < > ? : " )

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0( , . ; ' / \ = - * & ^ % $ # @ ! < > ? : " )



Univers 45 Light

Univers 65 Oblique

Univers 75 Black

47 Light Condensed

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PONTIAC TRADEMARKS AND LOGOAn American Indian Headdress was used as a logo until 1956. This

was updated to the currently used American Indian red arrowhead

design for 1957. The "arrow-head" logo is also known as the Dart.

Besides the 'Indian head' logo, another identifying feature of Ponti-

acs were their 'Silver Streaks one or more narrow strips of stainless

steel which extended from the grille down the center of the hood.

Eventually they extended from the rear window to the rear bumper

as well, and finally; along the tops of the fins. Although initially a

single band, this stylistic trademark doubled to two for 1955–1956.

The Silver Streaks were discontinued the same year the Indian

Head emblems were; 1957.

Other long-familiar styling elements were the split grille design

(from 1953 onward) and 'grilled-over (in the 1960s), or multiple-

striped taillights. This later feature originated with the 1963 Grand

Prix, and though the '62 GP also had rear grillework, the taillight

lenses were not behind it.

1924

1936

CURRENT

OUR SIGNATURE

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X X

XXXPONTIAC

Branding | Identity | SIGNATURE/GUIDELINES/ANATOMY

OUR SIGNATURE IS VERY PRECIOUS TO US PLEASE TREAT IT AS YOU WOULD TREAT YOUR VERY OWN SIGNATURE.

ROAMING SPACEFor most favorable impact, the mark must be given a designated

“roaming space”. The minimum clear area is shown above. It should

never be intersected or intruded upon by any other graphical object

or edge. Nor should it be enclosed in a shape. Maintain “roaming

space” in all uses and the mark will visually stand out.

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X X

XXXPONTIAC

X X

XX

The Pontiac mark displays power, belief and confidence. It should be

used in situations where the use of logo and type is not possible.

Minimum Reproduction Size: 1.00” H

This logo and type combination signifies the tradition of the

Pontiac company with over 100 years of excellent history. It is

required to be used in situations where a direct and short solu-

tion are needed.

Minimum Reproduction Size: 1.5” H


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PONTIAC PONTIAC

PONTIACPONTIAC

PONTIAC

PONTIACPONTIACPONTIAC

WARNINGDo not misuse our signature

Do not use mix colors Do not alter or shift Do not outline any parts

Do not alter type Do not move type to the side Do not use other type

Do not trap with any background Do not use overlap mark and type Do not use gradient


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BLACK

RED

WHITE

C Y M K R G B P M S

0 0 0 100

0 100 100 0

0 0 0 0

0 0 0

188 50 25

255 255 255

Process black M

1525 M

COLOR [KUHL-ER]

The quality of an object or substance with respect to light reflected by the object, usually

determind visually by measurement of hue, saturation, and brightness of the reflected light.

saturation or chroma; hue.

COLOR SYSTEM

100% Secondary colors 75% 50% 25%

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1.8

.30

1.8

GRID SYSTEM

Founders and early

history: Murphy

was the founder

of Pontiac Buggy

Company in Pontiac,

Michigan which pro-

duced horse-drawn

carriages, and was

looking to evolve

into the automotive

age. Brush, who

was responsible

for the design of

early Cadillacs, later

became an engi-

neering consultant

in Detroit. When the

two met in 1906,

Brush showed Mur-

phy his design for a

small two-cylinder

car that Cadillac had

rejected. Murphy

bought Brush’s

automotive idea,

and decided it

should carry the

name “Oakland” as

did his horse-drawn

vehicles.

During the summer

of 1907, Murphy

organized the Oak-

land Motor Car Co. His lack of sales with the

Oakland, a two cylinder vertical engine that

rotated counterclockwise, convinced him

that Cadillac might have been right in reject-

ing the Brush design. In 1909, a line of 40-hp

four-cylinder cars with sliding-gear transmis-

sions was introduced, and more successful.

Unfortunately, Edward Murphy didn’t see

the increased sales due to his sudden death

in 1908. Shortly before his passing, Murphy

had met with another former buggy man

named William C. Durant. Soon afterwards,

Oakland became part of Durant’s General

Motors Empire and its design would evolve

under his rule. Oaklands most recognized

model was produced in 1924, the “True

Blue Oakland Six” which came with a new

L-head engine, four-wheel brakes, centralized

controls and an automatic spark advance,

and painted with a Blue Duco nitro-cellulose

lacquer. In 1926, Alfred R. Glancy, Oakland’s

assistant general manager introduced the

Pontiac - a quality six cylinder engine car

designed to sell for the price of four. This

new “companion car to the Oakland was an

instant success and Pontiac had been born.

Formation of the Car brand

The Pontiac brand was introduced by

General Motors in 1926 as the 'companion'

marque to GM's Oakland Motor Car line. The

Pontiac name was first used in 1906 by the

Pontiac Spring & Wagon Works and linked

to Chief Pontiac who led an unsuccessful

uprising against the British shortly after the French and Indian War.

The Oakland Motor Company and Pontiac Spring & Wagon Works

Company merged in November 1908 under the name of the Oakland

Motor Car Company. The operations of both companies were joined

together in Pontiac, Michigan (in Oakland County) to build the Cart-

ercar. Oakland was purchased by General Motors in 1909. The first

General Motors Pontiac was conceived as an affordable six cylinder

that was intended to compete with more inexpensive four cylinder

models. Within months of its introduction, Pontiac outsold Oakland.

As Pontiac's sales rose and Oakland's sales began to decline,

Pontiac became the only 'companion' marque to survive its 'parent',

when Oakland ceased production in 1932.

Pontiac began selling cars with straight 6-cylinder engines with the

40 hp (30 kW) 186 ci (3.1 liter) (3.25x3.75 in, 82.5x95mm) L-head

six in the Pontiac Chief of 1927; its stroke was the shortest in the

American car industry at the time. The Chief sold 39,000 units within

six months of its appearance at the 1926 New York Auto Salon,

hitting 76,742 within twelve months. The next year, it becoming the

top-selling six in the U.S., ranking seventh in overall sales. In 1933, it

moved up to producing the cheapest cars with straight eight-cylinder

(inline eight) engines. This was done by using many components

from the 6-cylinder Chevrolet, such as the body. In the late 1930s,

Pontiac used the so-called torpedo body of the Buick for one of its

models just prior to its being used by Chevrolet as well. This body

brought some attention to the marque.

For an extended period of time, prewar through the early 1950s, the

Pontiac was a quiet and solid car, but not especially powerful. With

a flathead (side-valve) straight eight. These combinations proved

attractive to the vehicle's target market - a reserved lower middle

class not especially interested in performance or handling but seek-

ing good value and a roomy vehicle in a step up from the entry-level

Chevrolet. This fit well within parent GM's strategy of passing an

GRID SYSTEM IN USE

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ANALYSIS & PROJECTION

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OLD PONTIAC

NEW PONTIAC

MERCEDES BENZ

BMW

AUDI

KIA

DODGE

BUICK

TOYOTA

Where we come from and where are we are going. The old Pontiac you knew was in the

lower level of the automobile industry with few achievements. Words like sluggish and

useless, and junk used to describe the old Pontiac. But the new Pontiac is different. We

are smart, swift, efficient, agile, and respected.

Analysis and projection

EFFICIENT

LUMBERING

POWER

SWIFT

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In the past, PONTIAC was synonymous as a high performance car

as well as lower quality, low price car for everyday use. We mostly

associate Pontiac with Grand Prix.

THE OLD PONTIACDriving with beer in hand and sporting a sweet mullet. Pontiac Grand Prix Driving home

Changing the Oil in the back of the trailer home.

home

work

play

THE NEW PONTIACPowering your world

*Men Grooming Products*Gardening Tools*Nuclear power plant

*Gym equipment*Weapon (Shooting range)*Gaming

*Internet Service*Life Coach*Performance School*Pontiac church

Today, Pontiac offer a number of different products and services

to suit the needs of our patrons at home, office, and leisure

home

work

play

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In the past, PONTIAC was synonymous as a high performance car

as well as lower quality, low price car for everyday use. We mostly

associate Pontiac with Grand Prix.

SWEET MULLET ERA

Branding | Identity | SWEET MULLET ERA

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[

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The time has come for spirit and courage Pontiac take charge once again. The excellence

performance history combine with today’s innovation has made Pontiac grand once again.

Pontiac pushes for excellence in new era. The spirit of Pontiac is back with rigid standards

and thirst for domination in many areas of the market.

NOW & COOL

[

Branding | Identity | NEW & COOL

OUR TARGET

Seyda WillerArchitect

A junior Architect Seyda works for the World

Bank on development project around the

world bring the message of environmen-

tal design. At the moment she is in India

working to develop sustainable housing as

part of her volunteering job with the habitat

for humanity. She runs a Facebook page to

inform people about sustainable designs

where members engage in discussions

about sustainability. Seyda drives a hybrid

car to reduce her carbon footprint.

David KocerFinancial Officer

As a financial officer David is very familiar

with the dealings of oil. He is very much

concern about the use of foreign oil and

the long-term effects of it on the environ-

ment. David recently turned down a job,

because it required him to drive long

distance. He only drives when he abso-

lutely has to until he can afford a hybrid or

electric car. On his time off David spends

time at the community center close by his

house coaching basketball.

Jessica Manero Sale Agent

Jessica just came back from a meeting with

a client in Elk Grove, CA. She presented

the terms of the agreement. She drove 210

miles round trip plus stopped for snacks.

All and all the commute for this trip cost

her 40% of total commission of this trans-

action. She is looking to invest in a hybrid

car or better yet an electric car so she can

save more of her commission toward a

down payment for a house.

Denialle De Castro Office management Denialle loves everything stylish, contem-

porary and energy efficient. Recently traded

her SUV to Hybrid due to high cost of gas.

At a recent event she got involved in a group

concern about conserving energy. Soon she

will take part in grassroots events to educate

people about of energy at home, office, hotel

and everything else.

Ralph StroheckerIT

A self proclaim geek who spends more time

with computers than anything else. Ralph

is a freelance developer working to develop

new smart phone Apps. He has designed

Apps for medical field to educational, games

etc. The only time Ralph is not fully attached

to his computer is when he is working to

make his car more high tech. He loves per-

formance cars for everyday use. His friend

Nikki Schmidt (a car designer) they both try

to design concept cars for everyday use,

which handles like a performance car, stylish

and economical.

Nikki Schmidt Car Designer

A recent graduate of Art Center School of

Transportation Design, Nikki completed her

master thesis on hybrid performance car.

Her thesis project emphasized the use of

available technology to design more stylish

high performance cars with the use of new

software application.

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PEAK PERFORMANCE BEGINS WITH YOU TAKING COMPLETE RESPONSIBILITY FOR YOUR LIFE AND EVERYTHING THAT HAPPENS TO YOU.—Brian TracyAuthor and motivational speaker.

OUR TRANSFORMATIONBEGINS

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TO KEEP THE BODY IN GOOD

HEALTH IS A DUTY...OTHERWISE WE SHALL NOT BE ABLE TO KEEP OUR MIND STRONG AND CLEAR.

—Buddha

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Be admired for your strength and physique. Pontiac is devoted to improving your physi-

cal appearance and mental endurance. Our team of instructors is experienced and has

changed many lives over the years and you are destined to be Next.

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FITNESS

Branding | Identity | F ITNESS

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By combining various cardio and weight training vigorous activities, we will help you reach

your full physical potential. We are there every step of the way supporting and pushing you

to reach your maximum natural ability and go beyond it.

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If you are up for the challenge, you can go one step further in your physical guidance and join us with one of our

North American Championship power-lifting packages. Power lifting is an extreme regiment to build muscle. This

training is not for the weak at heart and for those who have passed our dreadfully rigorous endurance test. Besides

being part of the circle of champions, you will also be given the skills of building overconfidence in yourself. If you

wish to be part of the elite circle of these frontrunners contact our office for further information.[

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65Branding | Identity | MENTAL TRAINING

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ENERGY AND PERSISTENCE CONQUER ALL THINGS.—Benjamin Franklin

WITH EASE AND CONFIDENCE TURN YOUR BRAINPOWER INTO A WEALTH OF CREATIVE POWER. WE HAVE THE RIGHT TEAM TO HELP YOU GET ANY JOB DONE.

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MENTAL TRAINING

Branding | Identity | MENTAL TRAINING

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The change starts within. This is the essential core and we shall make it even more powerful

and constructive. Our specialists know what it takes to train one’s inner psyche and let loose

the true potential to gain the intellectual power and thrive.

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Our school is exclusively designed to approach and develop a winning attitude. It is a schol-

arly resort/boot camp that offers the knowledge and proficiency that can last a lifetime. The

individually designed mind therapy sessions will make you think like a winner. Our team of

coaches and motivators will help you every step of the way to achieve your goals in life.

YOU NEVER CHANGE THINGS BY FIGHTING THE EXISTING REALITY.

TO CHANGE SOMETHING BUILD A NEW MODEL THAT MAKES THE EXISTING MODEL OBSOLETE.

—Buckminster FullerAmerican systems theorist, author, designer

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OUR GROOMING PRODUCTS ARE DESIGNED FOR THOSE INDIVIDUALS THAT STRIVE STRONG WILL AND MINDED. OUR JOB IS INTENDED TO MAKE YOU LOOK AND FEEL THE PART IN ANY SITUATION, ALWAYS EXPERIENCE POWER IN ALL AREAS OF LIFE.

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GROOMING

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APPEARANCE RULES THE WORLD. —Friedrich SchillerGerman poet, philosopher, historian, and playwright

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Experience confidence with natural ease with our grooming products. Pontiac grooming

products help in gaining self-assurance at home, in public and place of work. Your personal and

professional life will certainly be much more enriched with the use of our grooming products.


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Our scents are designed for those who desire to dominate and capture everything in life. We

encourage those that are remarkable enough for this quality to boost their life performance

with this product.


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So, you can officially consider yourself in the know: There is a lot more to be discovered about the grooming

products. Make sure to use our products and follow the instructions of our mentors and you'll find yourself

on the fast track to being well-known, well-liked and respected in no time. There should never be any ex-

cuses after experiencing these products and services for not being exceptional in all areas of your life.

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83Branding | Identity | ARMS CLUB

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THEY THAT CAN GIVE UP ESSENTIAL LIBERTY TO OBTAINA LITTLE TEMPORARY SAFETY DESERVE NEITHER LIBERTY NOR SAFETY.—Benjamin Franklin

ARMS CLUB

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WE BELIEVE THERE IS NOTHING MORE AMERICAN THAN THE RIGHT TO BEAR ARMS AND PROTECT YOURSELF, YOUR PROPERTY AND YOUR LOVED ONES.

Branding | Identity | ARMS CLUB

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At Pontiac we understand your fundamental right to bear arms. We believe there is nothing

more American than the right to bear arms and protect yourself, your property and your

loved ones. We provide you with the place and product to exercise your right and build your

skills and to stand up for you in any situation.


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Pontiac has created an elite club where you are free to enjoy your freedoms and meanwhile

build your life skills. The Pontiac Arms Club is here to serve you enjoying the thrill and power of

firearms safely. Use your gun freely within our property without hassle. Pontiac Arms Club helps

you with skills of keep your eye on the target and in so finding direction in any aspect of life.[


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JASON PATRICKP.O. Box 33172Detroit, MI 48232-5172800 762 2737

PONTIACJason PatrickSr. DesignerP.O. Box 33172 Detroit, MI 94105800 762 [email protected]

JASON PATRICKSr. Designer

P.O. Box 33172Detroit, MI 48232-5172

800 762 2737

PONTIAC

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STATIONARY

Branding | Identity | STATIONARY

We are very confident and proud of our signature mark. We know there is nothing like it out

there. The Pontiac mark should always be displayed in the middle in our products, our print,

our ad’s where it takes priority over every other mark. Please use only approved colors.

Some say its nuts, we say maybe, but the great marks are always misunderstood and we

want to make sure we are not one of them.[

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APPLICATIONS

Branding | Identity | STATIONARY

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Branding | Identity |

THIS BOOK IS DEDICATED TO THE RETURN OF A LEGEND, THE TRIUMPH OF PONTIAC.

The time has come for the spirit and courage of Pontiac to take charge once again.

The excellent performance history combined with today’s innovation has made Pontiac

impressive once again. Pontiac pushes for excellence in the new era. The spirit of Pontiac

is back with unyielding standards and thirst for domination.

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Branding | Identity |

© Copyright 2011KETAABSTYLE801 Post Street, Suite 290San Francisco, CA 94015Telephone [email protected] and written by Shafiq AhmadiEditor: Malalai AlizaiTypeface: UniversApplication: Illustrator, Photoshop, IndesignPaper: Red River Zeppelin SemiGlass C2S 45 lbs paperSponsored by the Academy of Art UniversityGR 604 Nature of Identity More info at www.new-pontiac.com

Rebranding pontiac

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