This book is an overview of the visual and emotional language of the SCION brand. It should be used as a guide for creating all expressions of SCION .
BRAND POSITIONING
Scion is a brand created for youth to personalize.
Scion Brand Guidelines
What is the soul of the SCION brand?
Breaking car industry rules
Everything about Scion is different from other car brands. This means frequent product updates and Pure Price (no haggling at the dealership). It also means each Scion is ready for accessories, so personalization is easy. And Scion owners never have to sacrifice the looks they want for quality or reliability.
What does SCION aspire to?
Self-expression
Scion is always clear about what it stands for – just like the trendsetters it was made for. These young people express themselves through the way they live. They are real individuals and Scion celebrates their expressiveness.
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