OnStar (General Motors)

Problem.

GM needed to signal safety and security to drivers in a way that was both new and memorable.

Solution.

Create visual meaning in a word. Stars are ancient, iconic images in cultures around the world, particularly important in transportation and navigation. Our research revealed that the combination of letter shapes and sounds in OnStar evoked a sense of safety among automotive consumers.

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OnStar (General Motors)

Problem.

Solution.

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