pedro villar proposes a new honda logo and brand narrative based on the power of dreams 

brazilian product design student, pedro villar, has envisioned a new logo and brand identity for honda. first established by soichiro honda as a manufacturer of motocycles in the 1940s, the company has since gone on to become one of the largest automobile brands in the world. considering their well-known tagline ‘the power of dreams’, this project by villar proposes a new visual and narrative language based on the timeless character of the company’s core value – dreams.

the new honda, a visually bold and fearless brand

all images courtesy of pedro villar

villar was inspired to undertake this conceptual project by considering that while honda pushes far in design and technology, it lacks inspiring branding. what if honda had not only an inspiring visual language but also a narrative that supports it? this work tries to answer that very question. 

taking from their values, here villar defines what a dream is, using it as the starting point of the design process

the young designer has used honda’s own core value – ‘we are dream builders’ – to create a new brand identity. the proposal intends to highlight the timelessness of the concept of dreams while relating it back to the automotive brand. ‘the timeless dream builders, the entity that turns fiction into reality, no matter when’ – this is villar’s idea of a new honda.

their new north star starts with ‘the chrono’, the icon that represents all that the new honda stands for

the hourglass form symbolizes that very timelessness, while still holding a connection to honda’s iconic ‘H’

the process started with sketches, looking for a relationship between the timeless narrative and visuals that support it

applications of the new brand, from their new vehicle models to possible fashion collaborations with example brand: ACRONYM

the first value of the new honda, they turn fiction into reality

w

while exploring the unknown and advancing technology and design

not only in vehicles, but in everything

no matter where or when

this is the new honda, keep dreaming

project info:

project type: proposed honda rebrand

design: pedro villar

designboom has received this project from our ‘DIY submissions‘ feature, where we welcome our readers to submit their own work for publication. see more project submissions from our readers here.

edited by: lynne myers | designboom