News

Adient partners with FutureBrand for the global launch of their new company and brand

31 October, 2016 Share socially

After three decades of leadership and expertise in automotive seating, Johnson Controls spun off their $16 billion Automotive Seating business. As an entirely new entity, they needed to signal this moment of independence with an entirely new brand.

With a market position unrivaled in the automotive seating industry, their integrated, in-house capabilities move seats from the design and engineering phases through to manufacturing as well as assembly – and into 25 million cars around the world each year. To highlight Adient’s point of difference from their competitors, FutureBrand positioned this focused and ambitious brand around their unique approaches and capabilities–approaches that deliver the best products and value for their customers. We coupled this new positioning with a new tonality for the brand–one that is befitting of an industry leader and a trusted partner.

In order to ensure the Adient brand would stand out both visually and verbally, FutureBrand designed a vibrant, distinctive and recognizable brand identity and all the myriad tools to extend and bring it to life. Mirroring the lines on a highway and the leather stitching on a seat, the logo’s distinct, forward-looking form sets the pace for their new look and drives Adient’s entire visual identity. Building on this new logo, the dynamic brand language also offers the flexibility necessary to serve many different audiences and many different cultures around the world. 

“We are incredibly proud to have been on this journey with Adient for the past year. To have the opportunity to build a powerful brand that helps this great company stand out as a bold leader has been an honor and a privilege.”
Kari Blanchard
Executive Director, Strategy, FutureBrand

On October 31, 2016, Adient Chairman and CEO Bruce McDonald rang the opening bell at the New York Stock Exchange in celebration of Adient’s listing on the Exchange and their first official day as an independent company. The launch is the culmination of a year-long strategic and design collaboration aimed at creating a brand expression that celebrates Adient’s unique position in the market, as well as its bold future.

“The broad experience of the Futurebrand team helped the Adient executive committee make the best choices for our new brand. Their perspectives, research-based preferences, patience and sense of humor helped us navigate through the myriad of internal opinions. Instead of making emotional or personal decisions, Futurebrand led us to choices that have the greatest impact on our stakeholders.”
Glen Ponczak
Vice President, Communication and Investor Relations

For more information on Adient, please visit our case study

Related News and Opinion