The Amphicar Model 770 is an amphibious automobile, launched at the 1961 New York Auto Show, manufactured in West Germany and marketed in the United States from 1961-1967, with production having ended in 1965.This made this project less of a rebranding and more of a rebirth of this classic brand. Because the brand stopped production so long ago it gave me greater creative freedom in the design decisions. Even with the creative freedom it was important that the design be well informed by the brand's past. Designed by Hanns Trippel, the amphibious vehicle was manufactured by the Quandt Group at Lübeck and at Berlin-Borsigwalde, with a total of 3,878 manufactured in a single generation.
A descendant of the Volkswagen Schwimmwagen, the Amphicar offered only modest performance compared to most contemporary boats or cars, featured navigation lights and flag as mandated by Coast Guard — and after operation in water, required greasing at 13 points, one of which required removal of the rear seat.
Each of these designs was created and named to represent a particular aspect of the brand that could be communicated to the client. With Nautilus the vision was of a brand that even Nemo, Captain of the Nautilus, would be proud to drive.
With Neptune the intention was for the brand to emphasize the luxury that it would provide and the exclusivity of ownership.
Basilisk was designed with the intention of having the brand communicate a duality in nature. Since the brand is designed to be both a boat and a car this was designed to show that the brand could also be both the air luxury car with a sports car's heart.
Using the pitch as a foundation a logomark and a logotype were created to represent the brand's new image as a cutting edge automotive manufacturer. The history of the brand helped to inform the design of the logomark as the "A" was the basis of the original Amphicar logo. To increase the recognition of the brand as something new and edgy the trident was added to speak to that aspect as well as the duality of the nature of the the Amphicar.
It was also important to show the client the potential of their mark by exploring animated applications. This shows the potential for the both the logotype and the advertising potential this design direction can offer.
This spot was designed to communicate what this brand has to offer over the competition. This spot outlines the limitations of the competition and the benefits of ownership for the listener. While radio may not be as popular a medium as it once was this ad would be perfect for a podcast also.
Finally, all of the design decisions were compiled into a final presentation. The final presentation in this case took the form of a style guide that fully outlines the brand presentation in great detail. The book below outlines everything from the history of the brand, typography specifications, and logo clear space.
Amphicar has been re-born under this new concept. The brand's heart, for exploring the land and sea, remains intact. This design allows Amphicar to be recognized as a brand that was born to adventures. This design breathes new life into the brand allowing it to continue to do extraordinary things beyond the roads.