Marketing Vehicles

I’ve seen a number of motor vehicles used for marketing purposes lately, each with a different approach and, IMO, a different level of effectiveness.

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The most “professional” of the three is this authentic antique Harley-Davidson police tricycle, dressed up as a Twisted Tea promotion in Shaws.

The vehicle is beautifully restored, and for people who are into vintage motorcycles, it’s an eye-catcher. However, I wonder if it’s a cost-effective marketing tool. To purchase the motorcycle, restore it, and give it a custom paint job must cost a bundle. Then there are additional display fees to the store. I have to assume that they don’t have a whole fleet of these, so all that investment appears in only one location at a time, and then you have to pay someone to load it onto a trailer and set it up at another store a few weeks later. For anyone who’s not interested in vintage motorcycles, it may not be terribly appealing. (Research into traffic accidents has indicated that car drivers who plow into motorcycles generally have no personal exposure to motorcycles, and therefore don’t “see” them.) There’s no apparent connection between motorcycles and beverages of any kind — although it might be possible to establish that connection through a broader promotional campaign (and for all I know, as a non-TV watcher, they might have a whole series of television ads doing just that).

So bottom line, the owner or marketing manager is probably a vintage motorcycle fan and thought this would be an awesome cool thing, but it’s probably not tremendously effective.

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This lovely display is in front of the public safety building at the intersection of Simonton Road and John Street in Camden. In case you’re reading on a small screen, the sandwich board says “Don’t Drink and Drive.” (A couple weeks ago, it had an anti texting-while-driving message.)

Again, it’s certainly eye-catching (and really ugly). Unlike the Twisted Tea promo, it probably cost nothing, and everyone who drives will probably absorb the visual part of the message. I really wonder, though, if this will really help drive the message home to people who do, or might, drink and drive. If I were in the habit, I think I’d scoff at it as nagging. But I suppose if the wrecked cars help turn on the light for just one drunk driver, it’s worthwhile.

duck sign on roof of car

Photo from Penobscot Bay Pilot. Click photo to link to original story.

Finally, there’s the Duck Derbymobile, promoting a fundraiser by the West Bay Rotary. This is the most modest of the three, and I think it’s probably the most effective, due to i) its mobility — it’s seen all over the place, ii) the fact that the sign’s image relates directly to the event it’s promoting, and iii) its silly unpretentiousness. Rubber ducks make people smile, and a grown man driving around with one on his car just adds a bit of humor to one’s drive. Will it persuade anyone to attend the event? No. But will it make people aware of the event? Yes indeed.

Why so Little Originality in Auto Badges?

Drive anywhere in the USA, and the preponderance of Toyotas and Fords on the road will have you thinking that almost all cars sport oval badges. But it’s not so! Some of them are round.

Actually, there is a bit more variety in badge shapes, but the great majority are, in fact, either oval or round. I suspect there may be some good design reason for that — I’m surely no designer — but to me, it seems like a lack of original thinking. Why do badges have to fit into a circle or an oval? Come on, automakers: break the mold.

Now, the badge isn’t necessarily the same as the brand’s logo. Sometimes it is, but often it’s a variant of the logo (like, say, the logo with a CIRCLE around it!). Anyway, here’s the result of my investigation, mostly conducted at the local Big Box Emporium of Cheap Plastic Crap (where, I defiantly acknowledge, I do a fair amount of my nonfood shopping). Images are in random order; all are mine, except the following, which I’ve borrowed from other sources: BMW, Audi, Cadillac, Lexus, Infiniti, Mini.

Toyota badge.

Toyota: two ovals in an oval. Dull.

VW badge

VW: as round as round can be.

Volvo badge

Volvo: mostly, it’s a circle, but the arrow at 2 o’clock gives it a certain..masculinity?

Suzuki badge.

Suzuki: the courage to have the initial letter, in a dramatic font, standing all by itself, with no border of any kind.

Subaru badge.

Subaru: The collection of stars is a pretty strange logo which really does need a border to contain them.

Nissan badge.

Nissan: The horizontal bar breaks the circle a little bit, making it just a little bit more interesting than a logo entirely contained by a circle.

Mitsubishi badge.

Mitsubishi: some of this conglomerate’s companies go by the name “Three Diamonds.” Doesn’t need no stinkin’ circle, does it?

Mini badge.

Mini: a circle with wings. Right. Circles have wings. Little boxy cars can fly.

Mercury badge.

Mercury: a boring round badge for a boring brand with no sharp edges.

Mercedes logo.

Mercedes: yeah, it’s round, but it’s different. The circle doesn’t encircle a symbol or logo: the circle is an integral part of the symbol. For this reason, we call it classy, not dull.

Mazda badge.

Mazda: the border isn’t quite round or oval: it’s kind of squashed. And it’s really a part of the design, as in Mercedes’s badge. So we’ll give it a B.

Lexus badge.

Lexus: an L (or is it a nose?) inside an oval. Boring.

KIA badge.

Kia: a name in an oval. Kind of dull. Could the  logotype stand by itself, with no border?

Jeep badge.

In comparison to KIA, Jeep’s all-typography badge seems to work fine without a border. And each letter is affixed separately.

Infiniti badge.

Infiniti: basically an oval. Who took the first piece of pie?

Hyundai badge.

Hyundai: an H in an oval. How do you say “boring” in Korean?

Honda badge.

Honda: another H in a border; this one a rounded, vague trapezoid. The border still makes me snooze.

GMC badge.

GMC: the big, masculine letters closely spaced have good design integrity, don’t need a border to hang together.

Ford badge.

Ford: the ultimate oval logo. Since it’s probably the oldest badge on the road, we’ll give it a pass. Heck, they might have invented the oval badge!

Dodge badge.

Dodge badge: the big bad ram (um, it’s really just a sheep) in a shield-shaped border. OK, it’s not round. And I like the pretty baaa-lamb.

Chrysler badge.

Chrysler: those are some big wings you put around that round badge there, Grandma.

Chevrolet badge.

Chevrolet: The logo is plenty intact and self-supporting, needs no border to set it off. It’s a cross, but it’s so different from the “usual” cross that probably few people associate it with Christianity.

Cadillac badge.

Cadillac: GM is always tweaking the Caddy badge. At its heart, it’s a heraldic shield. The current iteration, however, is flanked by a garland that damn near encircles it, and then the whole thing is placed on a circle, thereby making it solidly dull.

Buick badge.

Buick: I think those heraldic shields could stand on their own, without a round border. See also: Cadillac.

BMW badge.

BMW: the logo itself is round; there’s no round border encircling it. Works for me.

Audi badge.

Audi: it may be made of circles, but it’s definitely not a logo within a circle. Pretty much one of a kind.

My takeaway is the obvious one: Don’t let the design ideas of your competition steer your designs.┬áThink outside the oval.