Naming
Logo and Identity system
Digital design
Wayfinding
Environments
Film/Motion graphics
Brand launch

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

The new name, Adient, defined as “moving positively towards a situation or a stimulus,” embodied the company’s focus and ambition — supporting its growth trajectory as a business and potential to expand into adjacent markets and industries. Along with the name, a new design language and visual system communicate the brand idea of “Precisely Right.”

The logo, a wordmark where an “A” carries the story, represents lines on a highway and the perfect stitching found in car seating. The logo embodies forward momentum, attention to detail, and a vision towards the future. The robust yet straightforward custom typeface, Adient Sans is an ideal global font.

In communications, precise layouts and concise headlines reflect a purposefulness. Imagery with a clear perspective and a vibrant color palette communicates confidence and determination. Digital tools and environmental spaces are designed to educate and inspire employees and visitors, allowing them to engage with the brand in real and exciting ways.