Perpetuating a Versatile Corporate Mascot December 07, 2009, by Chris Pelicano in Design
Brand equity is built through the faithful delivery of the brand promise accompanied by the consistent application of well-designed brand graphics. Well established brands can take advantage of their notoriety and apply their brand graphics with more variety. This is especially true with longstanding brand mascots ... such as the Michelin Tire Man.
"Bibendum" or "Bib the Michelin Man" is one of the world's oldest and most well-known trademarks, introduced by the Michelin brothers in 1894. BIB has changed with the times and has undergone many makeovers in the last one-hundred years. Today, he is a very busy mascot, wearing many hats in his job as chief company spokesman.
BIB recently donned a hard hat and safety vest to promote their line of mining tires and tire sensor equipment. For this assignment, he started as an art director's rough thumbnail sketch in which he is shown sitting in front of a computer monitor.
From this starting point, our team created a full-color illustration of BIB ... confidently giving the viewer his "thumbs-up" in approval of Michelin's superior equipment. This illustration was incorporated into a larger layout which demonstrated the advantages of the Michelin MEMS System.
This post is offered as an example of how our design direction/services can work in support of a well-established corporate brand.
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