Updated: May 12
Repsol Honda is noted as a premier team in Motorcycle Grand Prix. Inevitably, fans scoff each year as Repsol Honda launches their ‘new’ livery for the year. Why? Fan sentiment typically boils down some version of ‘that’s what it was last year’.
Some chide their design team as lacking creativity. However, from an advertising perspective, you can’t help but admire their brand.
Then and now
Repsol Honda was founded in 1994 and continues to this year under the same name. Aesthetics in sport, particularly motorsports, are a key attribute of marketing value. Anyone familiar with the sport can inevitably recall the familiar orange, red and white paint. For reference, below is a picture from Repsol Honda's founding year, 1994, juxtaposed to their 2020 team.
Other than moving some image vectors around, there's not a whole lot of difference. The long term congruity of branding sets Repsol Honda as a advertising benchmark.
Why does this matter?
One of the most valuable, intangible parts of your business is your brand. Consumers have a limited amount of attention to pay advertising. Holding a consistent brand helps occupy the headspace of consumers in a reliable, recallable way.
If you haven't heard about MotoGP or Repsol Honda, on warm days around your town you may notice motorcycles with this branding. Those who are dedicated to the brand have a genuine affection of Repsol Honda and will spend extra to put a brand on their motorcycle. Reliability in Repsol Honda's brand helps consumers buy into its authority.
How Repsol Honda can help your brand
This article is written on the auspice that keeping your brand consistent builds credibility. Too often brands have multiple logos, colors, fonts, etc. This irregularity directly degrades the authority of your brand. It may not be as exciting as updating your logo every year, but frequent changes give an ephemeral appearance.
The best way to start holding a consistent brand is putting together a style guide or manual of style. We have two articles on how to create a style guide and how to build a logo style. Hopefully some of these tips give you a good starting point to creating a brand consumers know and recall.