Colourfast formula by Bissett Adams

Bissett Adams has designed a new retail identity for Honda UK which is being unveiled this week. The rebranding follows Honda’s recent partnership with the British American Racing Formula One team. It is being introduced to bolster the manufacturer’s range of car, motorcycle and power tool products.

The London design consultancy was briefed to create signage and totems to reflect Honda’s heritage of engineering-led expertise.

The return of Honda to Formula One motor racing and the refreshed retail identity both aim to underline the commitment by the company to engineering research and development, and its recruitment and training of young engineers, according to a group spokeswoman.

‘Honda has always been all about passion for engineering and engine development. Its corporate policy encourages the individual engineers and designers to break new ground and we wanted to ensure that Honda’s identity is seen as cutting edge in terms of technical innovation and design,’ says Bissett Adams graphic designer John Mgbadiefe.

‘We spent some time researching perceptions about Honda’s traditional red and white colours and whether they are seen as stylish or downmarket,’ Mgbadiefe says. Honda decided to keep its existing mix of colours, instead of a proposed makeover in silver. The racing red, the silver and the perforated panels are part-homage to its racing legacy.

The consultancy is now designing sections of a new World of Honda brand centre at Langley near Heathrow, together with Chiltern Design.

Design consultancy: Bissett Adams

Graphic designers: John Mgbadiefe, Paulo Ribeiro

Client: Honda UK