Garmin had a pretty big problem.

And that was that its overall goals as a company didn't match up with its current branding.

to create customer focused products for

automotive, aviation, marine, outdoor, and
sports products that are cutting edge, refined,
and irreplaceable.

Mission Statement: to create customer focused products for automotive, aviation, marine, outdoor, and sports products that are cutting edge, refined,
and irreplaceable.
The new brand is connecting this goal with the brand itself.

exploration : innovation : durability : versatility

The brand attributes include:

exploration, innovation, durability, versatility
and

The audience is focused on people needing to get to where they need to go, whether thats undiscovered country or trying to find your golf ball on the
green.

branding / logotype

the logotype speaks to future-facing aspect of the brand in the sense that its very much dierent. It sets itself apart with the angular structure and unique letterforms.

branding / tagline

The tagline is tracked out to connect the form of the type with the word and feeling.

branding / brandmark

and the brand mark is based on an astrolabe, which were old units that mapped the stars and helped give sailors a sense of direction.

branding / signature

And here are all the items together.

branding / pattern

the pattern has changed a bit and is now a grid, which represents structure and stability while also relating to the grid modern cities are built on.

EXPLORE
Univers 45 Light

to create customer focused products for

automotive, aviation, marine, outdoor,
and sports products that are cutting edge,
refined, and irreplaceable.
Univers 55 Roman

branding / type and color

Univers provides a thin face, which compliments the thin structure of the main typeface and the brand mark, but it also provides legibility and
dependability.

branding / color

Gradients are used to show movement as well as connect to astral elements, such as aurora borealis.
all the colors are picked from imagery of the sky, which was the main tool for navigation back before maps and such.

branding / color

Gradients are used to show movement as well as connect to astral elements, such as aurora borealis.
all the colors are picked from imagery of the sky, which was the main tool for navigation back before maps and such.

#0fbdcb
R: 15
G: 189
B: 203

C: 71%
M: 0%
Y: 22%
K: 0%

branding / color

Gradients are used to show movement as well as connect to astral elements, such as aurora borealis.
all the colors are picked from imagery of the sky, which was the main tool for navigation back before maps and such.

#0fbdcb
R: 15
G: 189
B: 203

C: 71%
M: 0%
Y: 22%
K: 0%

#604fa0
R: 96
G: 76
B: 160

C: 74%
M: 80%
Y: 0%
K: 0%

branding / color

Gradients are used to show movement as well as connect to astral elements, such as aurora borealis.
all the colors are picked from imagery of the sky, which was the main tool for navigation back before maps and such.

#0fbdcb
R: 15
G: 189
B: 203

C: 71%
M: 0%
Y: 22%
K: 0%

#f3754a
R: 243
G: 117
B: 74

#604fa0
R: 96
G: 76
B: 160

C: 0%
M: 68%
Y: 76%
K: 0%

C: 74%
M: 80%
Y: 0%
K: 0%

branding / color

Gradients are used to show movement as well as connect to astral elements, such as aurora borealis.
all the colors are picked from imagery of the sky, which was the main tool for navigation back before maps and such.

branding / image treatment

the image treatment consists of high contrast, vibrant photographs of the environment Garmin users would be in.

This is then accompanied by a gradient overlay, which helps push the romantic air of exploration.

touchpoints

business cards

the business cards feature imagery on the front with the logotype and tagline, while the back contains the contact information overplayed on a grid.

The text on the front is riga-aligned while the text on the back is left-aligned, which promotes the viewer to explore both sides of the card.

The logo is going to be blind-embossed onto the cards, which will provide a textural sense of exploration.

invoice

invoice

A lot of Garmins products can be bought on their website, so for the invoice I decided to do a mobile receipt, which the user would receive on their phone.

invoice

invoice

A lot of Garmins products can be bought on their website, so for the invoice I decided to do a mobile receipt, which the user would receive on their phone.

stationary

The letterhead features a large, treated image on the back with the logo layered on top. The image also bleeds onto the other side, which again promotes exploration.
The envelope features the same treatment.

Both the envelope and letterhead have a slight grid pattern overlaid on top of them to

stationary

Detail shot of the stationary.

website / desktop

website / desktop

website / mobile

vehicle

The vehicle is a Jeep, so it can be taken out to sporting events or just out on the rugged trails to do a bit of o-road exploring.

signage

Advertisements can live on billboards as well as on bus stops, available close to those traveling.

Quotes can be taken from various authors / media to further convey the romantic side of exploration.

wearables

Garmin sponsors a lot of dierent sporting teams and one of them is a cycling team, so the wearable item Ive designed is a team biking outfit.

Focus

My focus piece is the Garmin mobile app, which is incredibly outdated and rather cumbersome, so I am attempting to bring it both into the modern day and as well as
reassess what is needed within mobile GPS apps.

This is the loading screen, which is calming and showcases the branding.

The main screen you land on shows your current location. It also allows you to search for your next destination, triangulate your location, share your location, or pull out
the overlay menu, which looks like this.

The menu itself provides an area that is completely personalized to the user and helps take some of the clutter out of the other screens. Here, you can find nearby gas
stations, ATMs, food, view your favorites, and even add more items to your menu to further personalize it.

After your search for an address, the app zooms into the location you are wanting to travel to. It then shows what the address is as well as the business name if there is
one, the time it will take to get to the destination, the ability to save the address for oine use, favorite the address, or share the address.

After you begin your navigation, your location arrow in the center of the screen turns to purple, outlines your route, and tells you turn by turn navigation. It also tells you
the distance left to go, how much time left in the trip, and what your ETA is.

So thats the new Garmin.