At the end of last month electronics conglomerate Johnson Controls spun off its automotive interior division Johnson Controls Automotive Experience. Now known as Adient, the company was listed on the New York Stock Exchange on October 31. The new corporate identity, developed by FutureBrand, was launched a few days before that.
To differentiate Adient from the competition, FutureBrand chose to focus less on the technical and functional and more on how the company's fine-tuned solutions bring value to costumers. This is summed up by a brand platform named 'Precisely Right'. The logo is inspired by lane markings.
To dial up Adient’s point of difference from their competitors, we positioned the brand around their unique approaches and capabilities—processes that deliver the best products and value for customers. We established a clear, distinctive brand strategy that shifted the core positioning from a technically focused story to a more compelling and differentiating center of gravity. The brand idea “Precisely Right” highlights their core competitive strengths and helps Adient stand out to their customers around the world.
To build out Adient’s visual and verbal brand, we designed the tools necessary to support its growth. As a visually vibrant, distinctive and recognizable expression of who they are, “Precisely Right” defines Adient’s brand identity and all the myriad tools built to extend and bring it to life. This dynamic system also offers the flexibility necessary to serve many different audiences in many different cultures. And the brand’s visual and verbal expression highlights Adient’s competitive advantage with enough flex to grow along with them in the years ahead. - Futurebrand