Holden has buffed its logo, launched a new-look website and licensed the latest track from a trendy Aussie muso, all to better position the lion brand as a car maker ‘in touch’ with the Australian market.
A deal with streaming music platform Pandora has also been inked, making Holden the key sponsor of the first-ever Australian Pandora Warehouse party, announced to local music media last month.
The new brand campaign, which joins a heavy social media push and a recent run of television advertisements starring celebrity “CARstodians”, has been developed to connect the brand’s long history in Australia with younger buyers.
“Holden has always been a brand that engenders passion and loyalty, but we must move with the times. The journey we’re on requires us to have a consistent focus on brand building, to ensure we lay strong foundations for Australia to keep loving Holden for many years to come,” marketing communications and digital boss, Natalie Davey, told media at an event in Melbourne last night.
“We want Australia to re-think perceptions of Holden without losing sight of our proud history and heritage. Our history is precious to us, but we also need to challenge convention and redefine what Holden is and stands for in today’s Australia.”
Holden’s logo has dropped the red background and button-like sheen used in recent years, adopting “a more premium chrome finish, consistent with the badging on all of our vehicles”.
A new font is also featured – the third new font in as many years – but the lion design itself is unchanged from the look introduced in 1994 by Richard Ferlazzo, now Holden’s chief designer.
The company’s television advertising will be backed by a new previously unreleased song by Australian artist Flume, titled Trust. The song features the vocals of Isabella Manfredi of The Preatures fame.
All of this will support the launch of new and updated models in the Holden range, including the all-new Astra hatch and Acadia SUV, the facelifted Barina and Trax, and the updated Colorado 7 SUV – now known by its global nameplate, Trailblazer.