One of the world’s largest Tier 1 suppliers to the automotive industry, Lear Corporation turned to Straightline to help transform its business and its brand following a major upheaval in the company’s fortunes.
After emerging from Chapter 11 bankruptcy following the 2008 financial crisis, Lear needed a brand to communicate its financial health and renewed commitment to its industrial customers. It also needed to shake off lingering market confusion related to Lear-Siegler, Inc., a diversified conglomerate that formerly owned the Lear seating business.
Straightline created a new corporate name and visual identity that expressed Lear Corporation’s expanded capabilities and an enduring leadership position
After a global discovery process and consultation with the leadership team, we recommended a simplification of the corporate name from Lear-Siegler to Lear Corporation. Our creative team then designed a fresh “monogram L” logo that captured the essence of the reorganized company. We also developed a visual system, brand guidelines, and a variety of corporate communications to help with the launch and maintenance of the new brand.
Deliverables
- Brand assessment
- Qualitative study
- Visual system
- Naming
- Logo
- Design system
- Brand guidelines
- Corporate communications
- Brand launch