The Michelin Brand in Competitive Sport: Visibility and Legibility
Visibility of the Michelin Brand: A Major Challenge in Competition
The world of competitive sport carries with it many constraints to which Michelin has adapted. Motor sports, in particular, are fast-moving and ever-changing environments: numerous brands live side-by-side on extremely varied media, such as sports equipment, signage, tracks, stands, vehicles, tires, etc. After almost two years’ work, a charter has been developed specifically for competitive sports. The aim? Strengthen the brand’s visibility in international championships in which Michelin is involved.
Before and After: Enhanced Brand Impression
Because the performance of a brand also depends on its specific use on various media, including the most unexpected, the Group took the bold decision to develop a new logo. Here are some images that illustrate the flexibility of the brand’s use, both horizontally and vertically, with a before-and-after comparison of the same media.
From the Track to the Road, Michelin Total Performance and Tire Markings: Making Michelin’s Expertise Visible
Michelin’s visibility strategy also, and above all, involves the markings on its tires. By adopting the dual use of the Michelin Total Performance logo marking at 12 and 6 o’clock on all competition tires, the entire communication effort surrounding the Group’s development philosophy was enhanced. It will be further enhanced when this marking is extended to standard tires. This visibility also highlights Michelin’s commitment to bringing an ever-growing number of performance factors together within the same tire.
Did you know?
Bibendum in Competitive Sports
Competition at Michelin has a specific Michelin Man, commonly known as the ‘Running Michelin Man’. A dynamic runner, he has almost always been used on all automobiles. More than a symbol of belonging to the Michelin brand, this Michelin Man makes an important contribution to the Group’s reputation for high levels of performance. All automobile’s bearing the Running Michelin Man are immediately associated with racing automobiles.