Client: Bentley     Project: Dealership Branding

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Creating brand rules and branding tools for a prestigious global marque.

Bentley is the authentic British motor company, building cars by hand from the finest quality natural materials. Located in Crewe, and owned since 1986 by Volkswagen AG, Bentley is synonymous with quality, comfort and style.

The brief

Create new brand rules and useful management tools for Bentley’s UK reseller and dealer networks.

The situation

The Bentley brand identity was used inconsistently across the retailer network. Bentley needed to establish a simple and straightforward way to use the prestigious marque, and develop marketing tools to help the company review and manage the use of its brand.

The solution

We created a clear set of brand identity rules and guidelines, designed to be easy for the retailer network and Bentley Motors to use, and a new centrally located resource so Bentley could analyse, review and manage the showroom network’s brand uniformity. The result: a greatly increased consistency for a trusted global brand.

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