The idea is that everything Honda does is designed to create some form of Joy – from the joy of driving one home for the first time to the joy of seeing or interacting with a piece of advertising.
Everything we do is quite literally (and visually) Designed for Joy.
Tone of voice
To create cut through in the crowded car category we use a mix of CAD (Computer Aided Design) and real-world footage to present the product and it’s benefits in a more memorable and premium light.
A flexible design system paired with a carefully crafted dynamic display structure makes it super easy to speak to the right people about the right products at the right time.
A bold new typeface 'Roobert' was introduced as a key element of the new Honda brand. Appearing in both upper case and sentence case it connects the white world and real-world elements with fast-paced type animation.
Black type on white is one of the cornerstones of the entire design system. Other colours are kept to a minimum with a gradient used for highlighting key words and Honda red used only as an accent colour.
Behind the minimal design system there is one key layout principle, symmetry. From the product to the headlines, everything is balanced and centred – ideal for dynamic type animation.
Sharp, clean, symmetrical and purposeful, animation is used to unpack the benefits of owning a Honda in a joyfully dynamic way.
Tone of voice
Like the design system, less is always more. But that doesn’t mean there’s isn’t room for a little fun. We are talking to humans after all.
By capturing joyful human moments in the most natural and authentic way possible we’re able to avoid car category cliches and personify the joy of owning of a Honda.
Simple, monochromatic icons are used to provide product details while staying true to our minimalist design aesthetic.