OnStar
Brand Modernization - Humanistic
OnStar advisors are one of a kind. The human interaction you receive at the moment you need it most is what OnStar offers that no other safety brand does. Our goal was to highlight this throughout the branding.
•Brand Identity
•Brand guidelines
•Creative Direction
•Icon Illustration
Brand Equity
OnStar has such amazing brand loyalty and equity we did not want to lose that by completely changing the logo and what it represents. By making a small adjustment we brought the brand into a new modern world while keeping the consumer’s recognition.
Rebrand Results
This was the first time OnStar changed its branding in quite some time. I knew I had to build off the brand equity OnStar had established over the years and transform the design in a modern way. The feedback was unheard of.
Human assistance Increased by 31%
Relatable Increased by 18%
Familiarity Increased by 6%
Consideration Increased by 8%
Ease of use Increased by 33%
Dependability Increased by 4%
Trustworthiness Increased by 3%
Safety leader Increased by 3%
