This document outlines a branding strategy for Caterham Group to unify its various automotive brands under a single identity. Research found Caterham's brands are perceived separately with little shared equity. A new mission of "Strength Through Innovation" was created. The concept of "Innovation Experienced" was developed to communicate Caterham's expertise through engineering challenges. Logo designs were presented evolving Caterham's current mark to symbolize the new direction while maintaining heritage. The rebranding aims to better position Caterham in new markets by presenting a cohesive identity across its brands.

1. DEFINING CATERHAM
AUGUST 2013
PUBLIC WORLDWIDE

2. WE WILL CREATE OUR OWN FUTURE,
DESTINY AND HISTORY FROM HERE...
TONY FERNANDES,
CATERHAM GROUP CHAIRMAN

3. TO BECOME AN
AUTHORITY IN
THE AUTOMOTIVE
AND MOBILITY
WORLD.
We will do this through our unique
position of being a global motorsports
player, a car manufacturer and an
engineering service provider.
THE EXECUTIVE VISION

4. !
WANT
SELF
!
OTHERS
!
TO HAVE AUTHORITY YOU MUST HAVE
KNOWLEDGE, TO BE GLOBAL YOU MUST HAVE
TRUST. TO ACHIEVE BOTH, YOU NEED A
COMPANY THAT IS UNITED AS ONE.
WE NEED TO CREATE A SHARED BELIEF.
ONE THAT EXPRESSES OUR VISION AND IS REINFORCED THROUGH A MISSION THAT APPEALS TO ALL STAKEHOLDERS

5. DISTILL // DEFINE // UNIFY
Brief
“Distill,define and articulate the essence of the
Caterham Group,creating a unifying brand that
unites all brand activities and delivers a unique single-
minded position,allowing Caterham to expand into
new market segments that work both at home
and internationally.”.

6. “didn’t think that Caterham who make kit-cars and
the F1 team are the same”
Car forum – discussion between cars and F1
BRAND SITUATION

7. Brands evoke emotion.
They are personal.
They fulfill and delight us.
They are reliable, familiar, exciting,
surprising, and ever in the backdrop of our
lives. They are woven into our memories,
fantasies, and dreams. They have the
power to touch and change us precisely
because they are human creations,
invented in response to both our deepest
and most practical needs and desires.

8. We need to take an
inside out approach...
The principles that build and maintain strong brands still hold
true, but sometimes we forget that people are really at the
center of it all. Resonant symbols, cultural images, emotional
attractors, behavior definers … a brand is a living business asset:
a concept, a feeling, a differentiating promise that grows,
evolves, and will never die as long as a brand is kept alive in the
minds of people.
!
In order to succeed, brand owners must become more sensitive
to the needs and desires of informed and discerning customers
and employees who demand high degrees of engagement and
ownership
!
We need to take an approach that is a more authentic people
powered approach, an inside out strategy that tries to humanise
the brands and make it relevant,caring and engaging.

9. LifestyleTechnology
Commercial
Niche
CATERHAM'S MARKET
POSITION TODAY

10. LifestyleTechnology
Commercial
Niche
CATERHAM'S MARKET
POSITION TOMORROW

11. HOW THE BRAND IS PERCEIVED TODAY

12. “Built by people who understand
what a driver craves”
Evo magazine

13. "Away from the track, the JV with Renault is
progressing well, giving us a solid, stable platform
for our team and Caterham Group in the future.
!
This also gives us a duty to be where we should be
in terms of performance so we can promote the
Caterham brand, which has some very busy years
ahead, not least to create the global awareness level
required to turn our ambitious product plans into
commercial success.
!
Cyril Abiteboul,
Caterham's team principal

14. Caterham (and it is all the same group) also make quite fantastically
effective — not to say evocative — specialist road-racers.
!
A drive in a Seven should be on everyone’s bucket
list. However there is very little shared ‘brand equity’
between the current activities of Caterham Cars
and Caterham F1.
!
Indeed, there’s more good stuff to be found in the DNA of the
numerous Seven variants than in the green and yellow cars of Charles
Pic and Guido van der Garde. However when the game moves on —
and Caterham begins to sell its take on the Caterham/Alpine/Renault
two-seater — then the performance of the F1 cars will become
more important.
Topgear

15. “didn’t think that Caterham who make kit-cars and
the F1 team are the same”
Car forum – discussion between cars and F1

16. “don’t see the connection
and they are all totally different”
Car forum – discussion between cars and F1

17. RESEARCH METHODOLOGY

18. How we
perceive ourselves
!
!
How others
perceive us
Companies, like people, can be viewed from three
separate perspectives: how we perceive ourselves,
how others perceive us and how we want to be
perceived. These three views correspond to a
company’s internal culture, external market position
and mission. The closer these views correspond the
stronger the company. A strong brand has the trust
and loyalty both from employees and consumers – a
brand that expresses the intention of the company
with clarity.
Internal research shows us how
the company sees itself, its
internal culture, history and the
values which have made the
company what it is today.
Management defines its
corporate aims, giving a view on
the company’s direction with a
clear vision.
External research shows us how
the world views the company
and its promise, illustrating the
emotional and rational
geography of the market.
!
!
!
!
!
How we want
to be perceived
!

19. How we
perceive ourselves
!
!
How others
perceive us
!
!
!
How we want
to be perceived
!
Our goal is to identify the
common traits across all
divisions that unify what makes
Caterham today.
!
This will form the basis of
developing the essence of the
Caterham brand of tomorrow.

20. OTHERS
Intimidating
Lightweight
Fierce
Hardcore
Fascinating
Fun to drive
Immense
Enthusiastic
Powerful
Entertaining
Intense
Fun
Formidable
Memorable
Sports
Challenging
SELF
AUDACIOUS
DESIRABLE
AGILE
INNOVATIVE
INDIVIDUAL
ACCESSIBLE
WANT
Ideas Business
Connection
Driving
Experience
Accessible Fun
Honeycomb
Knowledge
Experience
Integrated
Engineering
Excellence
Respectful
Challenging
Free Thinkers
Unique
Innovators
Technological
Open
Sharing
Honesty
Practical
Expertise
Energetic
Determined
Live It
Young
Unafraid
Tenacity
Intelligent
Don’t Worry
Relevant
Up And Coming
Efficient
Performance
Different Attitude
Rewarding
Smile
Handling
Winning
Dna
Solutions
Approachable
Premium
Honest
Dynamic
Cool
Lightweight
Modern

21. WE THEN TESTED SIX DIFFERENT MISSION
DIRECTIONS.
A MISSION HAS TO
APPEAL TO ALL
STAKEHOLDERS
}

22. FROM THE RESEARCH WE WERE ABLE TO DRAW
FOUR MAIN CONCLUSIONS:
!
1. Caterham’s foundation for the future is based on the skills of the
employees and the excellence of the products. But the group is not united,
there is cynicism and belief that one part of the group is more important
that the rest.
!
3. However Caterham has a common culture; a universal pride in the end
result. A new team spirit that supports the new mission and market- driven
concept has to be established.
!
5. There is understanding of Caterham’s situation within the management
team and a desire for a strong market driven direction.
!
7. Caterham needs a clear strategy from strong,visible and consistent
leadership.

23. A NEW MISSION

24. We formulated a new mission for Caterham.
!
!
!
STRENGTH THROUGH INNOVATION

25. STRENGTH THROUGH INNOVATION
We are a strong team of experienced professionals with a commitment to unrivaled excellence. We
understand everything is only as strong as its structure. Through precision of engineering and our
willingness to challenge the norm,we consistently create solutions that provide customers with the
best experience.
!
Technology will always play a key role in our future. Using lightweight construction and composite
materials,we challenge ourselves to go further by pioneering solutions that pave the way for lighter,
stronger designs.Our forward thinking approach and our willingness to challenge the norm, makes our
products as thrilling as ride itself. We aim to create special, positive experiences that delight our
customers time and time again. We understand that anything less would compromise our reputation.
This attitude is reflected in our customers.
!
We are one company, putting innovation at the heart of everything we do. We use our combined
wealth of experience to deliver quality, innovative solutions to create a rich brand experience for our
customers. Their experience is the driver for our business tomorrow.
This is what drives us to achieve more. This is what will help us achieve our. This is Caterham.

26. WE NEED A UNIFYING CONCEPT
EXPRESSING THE ENERGETIC INTENTION
OF OUR MISSION
It must express the company’s raison d’etre?
!
It must reflect:
!
Our products
Our profile
Our organisation
Our communication

27. CONCEPT
Everybody who is involved or drives a Caterham,gives
the same answer: The product is and provides a
fantastic experience.
!
But it is very difficult to work out precisely what unique
proposition Caterham should offer the customer.
!
It is a problem. Everyone’s immediate response is
engineering quality and speed. This is all they see.
!
We must create a movement outwards building on the
strength of the group, the product with a customer
driven concept (the ideas,depth and experience
behind the product).
!
CATERHAM TODAY –
PRODUCT FOCUSED
CATERHAM FUTURE –
BRAND FOCUSED

28. !
WANT
SELFOTHERS
TO GET POWER INTO OUR COMMUNICATION WE HAVE TO SHOW
THAT WE HAVE DISTANCED OURSELVES FROM JUST THE
PRODUCT. WE NEED A CONCEPT THAT CLEARLY COMMUNICATES
OUR RAISON D’ETRE.
!
!
INNOVATION
CHALLENGING
KNOWLEDGEABLE
EXPERIENCE

29. OUR NEW CONCEPT
INNOVATION EXPERIENCED.

30. WORKING OUR CONCEPT
Internally – Staff
As detailed in our mission, strength through innovation reflects the inner strength of our staff; our
products and the willingness to challenge the norm. This is a call to action to staff to be aware of their
responsibility and the great value and importance we place upon their commitment and craft.
!
Internally – Group leaders
Innovation Experienced. reflects the experience of our team and what we provide to our customers
and our intimate knowledge of the automotive and mobility world- an inner strength that must be
exemplary in all aspects the group.
!
Externally – Customers
Innovation Experienced. is a subtle reflection of our owners; Challengers of the norm who recognise
this challenger attitude and strength of character, in themselves.

31. OUR PROFILE
Authoritative
Experienced
Strong
Innovators
Open
Fun
Confident
Challenging
Knowledgeable
Agile
Progressive
Respectful
Honest
OUR TONE OF VOICE. IT
MUST BE REFLECTED IN
EVERYTHING WE DO
}

32. OUR ORGANISATION
The company must be able to deliver on the new concept for it to be credible.
!
So,everybody must understand our mission and our concept and become our Brand Ambassadors
through a common culture and belief.

33. EVOLUTION NOT REVOLUTION

34. EVOLVING THE CATERHAM LOGO TO REFLECT
OUR NEW CONCEPT.
!
WE NEED TO RECOGNISE THE IMPLICATIONS
OF TRANSFORMING THE BRAND, FROM COST
TO MANPOWER THROUGH TO MARKET
RECOGNITION.
!
THAT IS WHY WE CHOOSE AN EVOLUTIONARY
APPROACH TO THAT OF REVOLUTION.

36. CREATING AN ICONIC BADGE THAT REPRESENTS
OUR BRAND, THE SPIRIT AND DIRECTION OF
CATERHAM.
!
WORKING ACROSS ALL BRAND LEVEL
COMMUNICATIONS.

37. THE FOLLOWING VISUALS ARE WIP AND
DESIGNED TO GIVE SUGGESTION OF
UNDERLYING SHAPE, COLOUR WAYS AND SCALE.
!
A CHOSEN DIRECTION WOULD BE FINISHED IN
BOTH 2D AND 3D FORMATS.
!
EACH LOGO CAN BE FINISHED WITH A HIGHTENED SENSE OF
DIMENSION AND MATERIAL, USING CHROME, CARBON, GLOSS
GREEN AND YELLOW - AS WELL AS VERSIONS REDUCED TO IT’S
MOST BASIC FORMAT.

38. LOGO TYPE

39. Logo type_01
Making subtle refinements to the flow
and angle of the text from current logo
type to add a more fluid, aggressive
touch.

40. Logo type_02
Bank gothic adds tradition to the logo
type giving us a complete font system.
CATERHAMINNOVATION EXPERIENCED.

41. Logo type_02
Bank gothic adds tradition to the logo
type giving us a complete font system.
INNOVATION EXPERIENCED.

42. A HERO BADGE

43. Hero Badge
Adapting the traditional inner holding
shape from the Caterham Super 7
badge which now expands outward to
clasp the edges of the outer circle.
!
The C and 7 become holding shapes
within allowing the 7 to be removed
where necessary.

46. Hero Badge
Using highlight / 3d we can add
dimension and weight to each logo
mark strengthening it’s appearance.

48. RETRO + HERITAGE

49. Iconic / Retro
Maintaining some of the original curves
often seen in older car badges. Defined
edges, hints of Carbon and an
adaptable lower panel which can
contain sub marks relevant for each
brand under the Caterham umbrella.

51. SPEED + TRACK

52. Track Badge
Styled using race track curves giving
the essence of speed and motion.

54. THE FALCON

55. The Falcon
The Peregrine is renowned for its speed,
reaching over 322 km/h (200 mph)
during its characteristic hunting stoop
(high speed dive), making it the fastest
member of the animal kingdom.

56. C
A
T
E R
H
A
M

58. SKETCHES / WIP

59. Selection of WIP sketches
Hero badges, logo types,general
thoughts before refinement...

60. Selection of WIP sketches
Hero badges, logo types,general
thoughts before refinement...
C
ATERHAM CATERHAM
C
A T E R H A M

61. Selection of WIP sketches
Hero badges, logo types,general
thoughts before refinement...

62. Selection of WIP sketches
Hero badges, logo types,general
thoughts before refinement...

63. THANKS FOR WATCHING
AUGUST 2013
PUBLIC WORLDWIDE