The guidelines were built on the fundamentals of a lust to logic spectrum. All consumers make decisions based on human emotion (lust) that are then reinforced by information at the product level (logic). The goal was to create a brand that makes an emotional connection with the customer.

A Kit of Parts - The Kinetic System

A digital style guide was created to provide a detailed set of fundamental elements that could be arranged in many ways to establish a look for Garmin. The tone of voice, logo, typography, colors, iconography, and photography guidelines provide everything a designer or copywriter would need to create the assets for all aspects of business. Many new processes were establish during the creation of the guidelines. Iconography has a consistent style that is used across many mediums. The logo was given more flexibility with its usage in layout. And photography now has a systematic approach, starting with sketches early on in the conceptual phase of any campaign. Once a production is complete, a rigorous process of selection, retouching and cataloging must take place before they are added to the library.

Consistency

Once a style guide was created, other materials and consumer-facing updates begin to pop up. Packaging had a consistent look and featured the logo prominently on the front of the box - and this was important for brand awareness across all of Garmin’s products since the company creates many for multiple outdoor activities. Brick and mortar stores, as well as pop-ups and smaller display units also got a facelift. The new look is now carried over into more than 34 countries around the world.