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Shimano Aesthetic Branding

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PERSONAL DEFINITION

aes·thet·ic brand·ing

Method by which a business represents itself visually to appear more unique or attractive.
 

 
 

EXAMPLES OF STRONG AESTHETIC BRANDING

 Nike Swoosh

Nike Swoosh

 Amazon Packaging

Amazon Packaging

 Ducati Red

Ducati Red

 

Instantly Recognizable

Even when viewed from a distance or obscured, aesthetic branding sets these brands apart from their competitors by being instantly recognizable.

 

 
 

SHIMANO’S CURRENT AESTHETIC BRANDING

 

Unique Colored Packaging

Distinct packaging color makes products easy to identify in store.

 
 
 Shimano Shoebox

Shimano Shoebox

 Box Display in Bicycle Shop

Box Display in Bicycle Shop

 
 
 

Tiered Brand Logos

 
 
 Shimano Groupset Logos

Shimano Groupset Logos

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Attractive Web Ads

Attractive web ads highlighting sleek features entices more buyers.

 
 Shimano Website

Shimano Website

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Sleek, simple form without added frills

 

Strong visual presence in bicycle shops

Sheer number of similar parts makes brand appear to be the only option.

Less engineered-looking forms compared to competitors

 

Simple color scheme

 
 

SUGGESTED AESTHETIC BRANDING IMPROVEMENTS

 

Logo Update

Lacking simple logo without the full "SHIMANO" text. Hard to decipher when printed tiny on products.

 
 Illegible Logo on Rear Derailleur

Illegible Logo on Rear Derailleur

 Up Close

Up Close

 
 
 Current Logo

Current Logo

 
 Logo Ideation

Logo Ideation

 Product Inspiration

Product Inspiration

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 Final Logo Redesign

Final Logo Redesign

 
 

Color Needed

Hardware is lacking color. Adding brand color to components will differentiate Shimano from competitors and unify their family of components.

As seen below, the present Shimano hardware blends in with competing manufacturers.

 
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Proposed Color Accents

 
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Existing Groupset

 
 
 Existing Shimano Groupset

Existing Shimano Groupset

 
 

FINAL IMAGERY INSPIRATION/EXECUTION

 
  Giuseppe Arcimboldo,  Vertumnus  c. 1590-1

 Giuseppe Arcimboldo, Vertumnus c. 1590-1

 Hare Running

Hare Running

 
 

Putting It Together

To showcase my updates to Shimano's aesthetic brand, I created an image drawing inspiration from the fruit collage portraits of renaissance painter Giuseppe Arcimboldo. Instead of using fruits, I took existing Shimano components and assembled them into the shape of a running hare to convey the essence of speed. 

 
 
 Final Image Created in Photoshop

Final Image Created in Photoshop