Find New Roads

Discovering A New Chevy Identity

Find New Logo

When you want to change the direction of a company, start by looking at the logo from a different perspective. As Chevrolet transitioned from “Chevy Runs Deep” to “Find New Roads” I grabbed my Leica, went outside and shot an actual vehicle badge on the roof of our Detroit building, using the sky (and the nearby Fox Theater) to provide reflective interest. Find it (and my own reflection in the center bottom) on all global Chevrolet branding.