Lear Corporation

Creating a new brand following bankruptcy

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.


  • Brand assessment
  • Qualitative study
  • Visual system
  • Naming
  • Logo
  • Design system
  • Brand guidelines
  • Corporate communications
  • Brand launch

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