GOODRICH: Add wings, lose the wheels

A use of identity, by a leader

New: Goodrich Corporation name and logo

Launched: June 1, 2001

Story in brief:
Goodrich sold its tire brand to Michelin twenty years ago (!) yet continued to use the name (!!), as it focused increasingly on aerospace components. Result... all the problems of a false identity, including lower-than-deserved multiples and higher than necessary communications costs, to offset the tire association. Mr.Burner hired Kass Uehling to fix it, yet retain "Goodrich."

Credits:
C.E.O. - Dave Burner
Identity design - Kass Uehling

First Impressions:
For those who know the company well, like its aerospace customers (a small world) this may do the trick. For me and the rest of us, even with speed lines "Goodrich" is still a tire company; in fact removal of "BF" just increases my tendency to confuse it with Goodyear. The muted choice of colors and use of a larger "G" lend a peculiarly old-fashioned touch.