General Motors, the American Automotive Manufacturer, who owned the Daewoo brand in South Korea, had been promoting this brand for some years with all dealerships showing the ‘GM Daewoo’ signage fascia. Recent changes in the market and the growing success of the American Chevrolet brand, also owned by GM, led to a decision to rebrand all Korean dealers to the new brand of ‘GM Chevrolet’ using the famous Chevrolet gold pyramid shaped translucent cross design backed by silver chrome sign cabinet.
The design and architectural team at Gensler Korea approached 3M Commercial Graphics to work on the correct material specification for the ‘Chevrolet’ channel letters for several reasons:
Quality – Gensler were aware of the durability and consistency of 3M materials for signage
Guarantee – GM were insistent on a comprehensive manufacturers warranty on materials used and 3M offered its 3M™ MCS™ (Matched Component System) Warranty for 3 years on the materials used.
Consultation – Gensler creative already had a great relationship with 3M account managers and technical services who were ready to meet and discuss project challenges in detail.
Special Effect and customised material: Gensler also knew that 3M had the capability in various global locations to make customised film materials specifically for GM.
In this case, as the design was looking for black lettering by day, but illuminated white by night, the 3M™ Dual Color™ Film reference VDC10212 was created for GM Chevrolet. It was applied to a specific ivory white translucent acrylic and backed with another 3M solution – 3M™ Diffuser film reference 3635-70, to help achieve the correct level of brightness, and finally, backlit with LED’s.
The project has been a big success, partly because of good communications between client, agency and 3M as supplier, but also through the involvement of three Korean ‘3M approved’ converters who shared the site implementation schedule.