founded in 1989 by Gary Burnell and Min Kao

garmin is a product and software company

with a focus on professional grade GPS systems
and around 9,000 employees globally
based out of Lenexa, Kansas
current brand
mission statement to be an enduring company by creating superior
products for automotive, aviation, marine, outdoor,
and sports that are an essential part of our
customers lives.
vision we will be the global leader in every market we
serve, and our products will be sought after for
their compelling design, superior quality, and best
value.
they have many different product catering to many different markets
determined on entering into every market
catchphrase youll be lost without it
attributes the foundation of our culture is honesty,
integrity, and respect for associates, customers,
and business partners. each associate is fully
committed to serving customers and fellow
associates through outstanding performance and
accomplishing what we say we will do.
the culture of the company forms the base layer of the company.
catchphrase youll be lost without it
attributes honesty free of deceit and untruthfulness;
sincere.
catchphrase youll be lost without it
attributes integrity 1. the quality of being honest and
having strong moral principles;
moral uprightness.

2. the state of being whole
and undivided.
catchphrase youll be lost without it
attributes respect a feeling of deep admiration for
someone or something elicited by
their abilities, qualities, or achievements.
brand essence active
off the beaten path adventures / leave the comfort of home behind.
aggressive exploration.
brand elements
logo
Open Sans Bold,
Open Sans Regular
Helvetica Neue Regular
Helvetica Neue Lite
type
catchphrase youll be lost without it
The logo contains a pointer, which symbolizes a sense of direction and the search for adventure their consumers strive for
The typeface is bold and sturdy, which speaks to the reliability of the companys products
website
shopping, product info, support forums.
mini sites
minisites for products
on the road
Nuvi line = road navigation
rearview cameras
dash cams
on the go
viago = mobile gps app
HUD+ = gps projection
action cam = go pro

on the eld
Approach S6 = golf GPS
multiple running and health watches
Edge 1000 = biking gps
numerous health watches

on the water
? ? ?
newest market expansion
in the air
G3X Touch = tactical watch
GTN Touchscreen = helicopters
GPSMAP 64st = hiking / camping gps

target audience
jay
25 years old male
works as a bartender and as an uber
driver in his spare time
prefers wearing a helmet over a hat
loves taking chances
spends a lot of time where there
is no cell phone service

sarah
34 years old female
business minded mother
active participant in her childrens lives
wakes up at 5am every morning to run
frequently participates in marathons

ernie
62 years old male
retired
spends every saturday on the lake
and every sunday on the course
believes in having a fair advantage



competition
competitors

competitor products

problems
not future facing
vs
too spread out
too many products
there is no focus
harder to keep products / ui updated
not unique
proposed updated
mission statement to create customer focused products for
automotive, aviation, marine, outdoor, and
sports products that are cutting edge, rened,
and irreplaceable.
vision we will be the global leader in every market we
serve, and our products will be sought after for
their compelling design, superior quality, and
focused usability.
vision : add in focused usability to combat the diluted nature of their products.
catchphrase explore
attributes exploration, adventure, durability, integrity
catchphrase explore
attributes exploration 1. the action of traveling in or
through an unfamiliar area in
order to learn about it.
2. thorough analysis of a subject
or theme.
catchphrase explore
attributes adventure engage in hazardous and exciting
activity, especially the exploration of
unknown territory.
catchphrase explore
attributes durable able to withstand wear, pressure, or
damage; hard-wearing.
catchphrase explore
attributes integrity 1. the quality of being honest and
having strong moral principles;
moral uprightness.

2. the state of being whole
and undivided.
catchphrase explore
attributes innovative featuring new methods; advanced
and original.
target audience
sarah ernie jay
Jay, 25 year old bartender
Sarah, 34 year old active mom
Ernie, 62 year old retired golfer
brand essence exploration
exploration that takes you out of your comfort zone,
but also focuses on the deep breath at the top.
inspiration
waze_ allows you to report hazards, police traps, accidents, etc
sygic_ offline gps
competitors
add in Apple, Google / Android
competitor products
more collaboration
wider wearable audience
competitor products
more collaboration
wider wearable audience
objective align the garmin brand with the mission
statement, vision, and keywords while also giving
the brand more focus and making them more
aligned with industry standards and beyond.
explore. more.