Challenge
BFGoodrich Company needed to maintain its high, positive awareness and heritage while differentiating itself from the well-known tire brand, which is now under separate ownership.
BFGoodrich Company needed to maintain its high, positive awareness and heritage while differentiating itself from the well-known tire brand, which is now under separate ownership.
Kass Uehling recommended shortening the company name to simply Goodrich, and developed a memorable visual identity that projects an appropriate, dynamic, aerospace personality.