McLaren is the worlds most prominent car manufacturers of super sports cars, a re-brand of the McLaren Automotive devision of the McLaren group was key in playing part in the introduction of the new MP4−12C road car.
The brief was to design a brand that would consolidate the four divisions of The McLaren Group with the emphasis being on Automotive and it's relaunch to coinside with the launch of the MP4-12C road car. McLaren wanted an identity that was to be distinctly experienced, it needed to look and feel like the the power and exhilaration of driving a £600k sports car.
The identity was extended throughout the cars GUI, point of sale, customer service, advertising, print, merchandising and physical space for the global car launch.
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