I had the privilege to be part of the agency team that helped launch the New Face of Buick with a brand-new logo, typeface, colors and web site. As the lead designer my first assignment was to set the UX standards for the typography that would develop across everything the brand created.

The Perfect Fourth typographic scale was used to create a balanced and visually friendly Buick font sizing. My UX design direction method helped us develop a type system that is scalable and adaptive, allowing a range of type sizes related to each other since they grow by the same ratio. Pictured here are a few units that I designed for incorporation into what would become the Buick standards. These standards and design rules allowed other non-agency partners to create Buick work that had the same look and feel through out any medium.

Later, I designed how images and other typographic solution standards would be applied to other UX components like the web site and CRM. See more examples of the work in the Digital section of my site.

Another major design task for updating the newly designed tri-shield with Buick’s new typography in a horizontal and stacked logo versions. Buick also wanted to create a new identity through a new tag line, Exceptional by design. Examples A & B shown.

The new tri-shields had detail in the red, gray and blue areas to consider at smaller sizes. For smaller sizes for digital and print the colored areas of the tri-shield were simplified. C shown.

With this design strategy we continued applying this design philosophy to other sub-brand groups like Certified Service and Accessories, important sub-brands in their own right. D & E shown.

Finally, I used those typography rules and standards to help design and guide the endless television end-frame requirements across the country.