Known in the United States for its friendly personality and its value oriented vehicles, Isuzu's American distribution and sales unit was otherwise not seen as a serious car company in this market. Except for a popular advertising campaign featuring "Joe Isuzu," little effort was applied to managing brand perceptions. Dealer signage was limited to a singular ID sign with a dominant symbol visually overpowering the brand name.

A comprehensive identity system was developed to strengthen Isuzu's stature in the market, including the revamped signature, new dealer signage, business papers and print media guidelines.

The new dealer sign was a much more sophisticated and robust display which capitalized on Isuzu's equity color, fixed the disproportional arrangement between the name and the symbol, and provided for consistent display of the dealer name.

Detailed graphic standards documents were developed for corporate and dealer communications to guide the implementation and ongoing management of the new branding system to ensure consistent brand communication throughout the United States.