Two competitions, for leading European design schools and members of the public, have produced stunning new vehicle liveries which complement styling by CNH’s Industrial Design Centre.
CASE Construction Equipment has revealed three striking new vehicle liveries at today’s launch in Paris of its new G Series wheel loaders. The new designs were created through three different channels of engagement: the CNH Industrial Design Centre, a competition for leading European design schools, and a Facebook competition for members of the public.
All three liveries are today on show at the CASE Customer Centre in Paris. The two competitionwinning designs overlay the new, official CASE livery that was announced in January. This new livery features a dark grey colour on the lower part of the machines with reflective white colouring above, ‘CASE’ lettering in the same font as the brand logo, and a new ‘Power Abe’ metallic badge.
Design college’s winning livery takes a ‘hands-on’ approach
Six eminent European design schools were invited by CNH Industrial to submit liveries for the new G Series wheel loaders: L’École de design Nantes Atlantique (Nantes, France), Glasgow School of Art (Glasgow, Scotland), Istituto d’Arte Applicata e Design (Turin, Italy), Istituto Europeo di Design (Turin, Italy), Politecnico di Torino (Turin, Italy), and Umeå Institute of Design (Umeå, Sweden).
The design school students were asked to strive for originality while also capturing CASE brand values of heritage, people and passion, hands-on, and problem solving. The winning design came from Edoardo Vetere and Luca de Maria at the Istituto d’Arte Applicata e Design (IAAD). They emphasised CASE’s ‘hands-on’ brand value by painting a giant yellow hand on the wheel loader’s rear bodywork against a contrasting background of graphite gray-black. The students explained, “Hands-on is a symbol celebrating the importance of hard work, the foundation of every great deed.”
Laura Milani, IAAD Director and CEO, commented: “Sharing skills to transform ideas into realizable projects is the heart of what happens every day at IAAD. The students at the Academic Course in Communication and Transportation design have worked together to create a brief, able to comply effectively with the requirements of the CASE WL Graphic Talent competition organised by CNH Industrial. Creativity, method and professionalism have won: it is in the relationship between these elements that the meaning of design and designers lie”.
We are very proud that IAAD students have won this competition. Challenges like this are directly relevant to our students’ ambitions and help them develop a good understanding of a company’s real-world needs. Seeing the livery in full-size on the CASE G Series wheel loader will be a big thrill!”
The prize for the winning entry is a paid internship and scholarship at CNH’s Industrial Design Centre, which will help students launch their professional career.
Public Social Media competition winner is cleverly humorous
The public competition was opened on Facebook last November to residents of France, Germany, Italy, Spain and the UK. CASE encouraged potential competition entrants to visit www.expressyourcase.com
and the same advice was given about demonstrating creativity with relevance to CASE brand values.
The winner is Stefano Scardovi, from Ravenna, Italy. Stefano’s livery features an elephant, which suggests the wheel loader’s robustness and load-lugging ability. The lower part of the elephant’s trunk is painted on the vehicle’s bodywork and the upper part of the trunk is formed in three dimensions by the vehicle’s curved exhaust pipe.
Stefano was invited to see his livery on a new G Series wheel loader at the wheel loader launch.
Expert judges impressed by entrants’ creativity
The judging panels of both design competitions were headed by the Director of the CNH Industrial Design Centre, David Wilkie. As a graduate of the Charles Rennie Mackintosh School of Art in Glasgow, with a specialization in Industrial Design, and holder of a Postgraduate Master’s Degree in Automotive Design from the Royal College of Art in London, David recalls how important it is to encourage students to combine free-thinking creativity with real-world considerations.
David said: “We were genuinely impressed by the quality of the entries. They showed great imagination, creativity, and enthusiasm for CASE’s products. The best designs combined a sense of fun with strong visual clues about product character.”
Turin, 20 March 2017