Modern Lighting Helps Reinforce Brand Identity
By Mike Mello
Headlight design has become a major factor in brand identity lately. Lighting technology is one of those areas where designers and engineers can really work together to tune a car’s attitude and there are finally a couple brands that are using this combination of design and technology in a way that one automaker has been doing so for years.
On my way home from work the other evening, I noticed a pair of headlights in my rear-view mirror that were completely new to me. They seemed to follow my line of site as I glanced back, trying to guess the make and model. The attractive, bright white blades were like eyeliner or eyebrows, depending on your view, and were fixed over two equally icy-white beams.
Before long, I pulled to the right lane, intent on discovering the brand and found my answer as the Saab 9-3 2.0T sped ahead. Although I had already seen the 2008 9-3 in the daylight, I was unsure how this Saab’s new headlights would appear when illuminated and the view after dark took me by surprise. The above image shows the 2008 9-3 front end, but a nighttime shot of the lights would really do the design right.
Last November, at the New England Auto Show, I was fortunate enough to speak with GM’s Brian Nesbitt, who pointed out how the latest Saabs would use lighting to help develop the brand’s character. By actually seeing the new 9-3 the other night, I’m happy to say that the new lighting has made an impression on me that I will now know as uniquely Saab. Perhaps you’ll be lucky enough to have a 9-3, R8, and a 335i pull up behind you on your way home from work soon so you can take a look at the variety of lighting for real.