Logo Development: Identity Design and Discovery

with Bill Gardner

Hustler Turf Equipment

Sample Design Brief

(Circa 2005)

Project Background

Hustler was first introduced to the market in 1964 as the brand name for the first-ever zero-turn-radius
lawnmower. Its origins start with a farmer from Hesston, Kansas, who was attempting to appease his wife
when she complained about how difficult it was to mow the grass on their land. That man sold his idea
to Excel Industries, who has continually developed and expanded it into the substantial product line it is
today.

What truly sets Hustler turf equipment apart is its zero-turn-radius technology. This technology has
revolutionized the commercial mower industry, making mowing large areas of land faster and more
efficient than ever before. Each new Hustler model continues to reach greater heights in efficiency,
durability, comfort, traction, and balance, making it one of the best-selling commercial mower brand on
the market.

For as many accomplishments as Hustler has experienced, it has its fair share of challenges, and its
potential has not been exhausted yet. Management would like to expand to start selling Hustler mowers
around the world, starting with Europe and Canada. They also have plans to develop a residential line that
will allow them to sell through “big box” stores, such as Lowe’s and Home Depot.

An exciting future for Hustler mowers warrants an exciting new identity. This project will include the
creation of a new brand identity, including a new logo.

SWOT Analysis

Strengths Opportunities

• Superior reputation for quality • Growing the international market

• Original developer and innovator of • Manufacture where they sell internationally

zero-turn technology
• Create mowers with alternative energy
• Strong dealer network sources.

• Leader in commercial sales • Expand residential products.

• Speed and turning capabilities

Logo Development: Identity Design and Discovery with Bill Gardner

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Logo Development: Identity Design and Discovery
with Bill Gardner

Weaknesses Threats

• Entering big box stores could upset dealers. • Production reaching capacity

• Competitors have a broader product mix. • Shipping overseas is costly.

• US dealers at saturation point • Major lawn brands entering zero-turn market.

• Tractor drivers unfamiliar with technologys • Hustler name is synonymous with adult
publication.

Brand Personality

The Hustler personality is a mix of 65% Ruggedness and 35% Competence.

Target Market Demographics

Commercial
• Owners or managers at lawn & landscaping service companies or properties with a lot of land

• Other land owners (farmers, ranchers, etc.)

• Mostly men

• Value durability, speed and precision

• Baby Boomer generation predominantly

Residential
• Homeowners with good-sized yards to mow

• Mostly men

• Baby Boomer generation predominantly

• Willing to pay more for high-quality products

• Upper-middle to upper income

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Logo Development: Identity Design and Discovery
with Bill Gardner

Competitors

Now • Dixon In the future

• EverRide • Gravely • Toro

• Exmark • Scag • John Deere

• Husqvarna • Ferris
• Dixie

Overarching Goals
1. Dominate the zero-turn commercial market in the US.
2. Convey essence of durability and precision.
3. Promote savings associated with speed and maneuverability.
4. Build familiarity of operation with residential market.
5. Create visible separation between mower and magazine.

Key Messages
• Zero-turn mowers are great for commercial use; they’ll be just as great for residential use.

• A faster mow will more than justify the investment.

• Hustler’s unique Smoothtrak™ steering makes mowing a pleasure.

• Hustler’s power system will manicure the toughest lawn.

Considerations and Restrictions

• Laser-cutting in metal mower frame

• Embossing into metal

• Embroidery on promotional hats

• Strong wordmark to fit horizontal mower frame

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