(Est. 2012) “National Electric Vehicle Sweden AB, abbreviated as NEVS, is a Swedish holding company, that has acquired the assets of Saab Automobile AB from a bankruptcy estate in 2012. Company focuses on the development of electric vehicles and sustainable mobility services. NEVS’ vision is to shape mobility for a more sustainable future by focusing solely on electric vehicles with mobility solutions built around them. To support this vision a new brand identity has been developed - NEVS. NEVS will be the trademark of the company’s products including the first electric vehicle based on the 9-3 platform with start in 2017. On June 21, 2016, NEVS announced they will no longer use the Saab trademark.” (Wikipedia)
A transparent approach – with traits such as being inclusive, honest and genuine – is essential for NEVS, both in terms of behavior and visualization. From colors to imagery, our new brand design should always reflect our aim of shaping mobility for a more sustainable future.
Images (opinion after)
The old logo was barely a logo… more like a headline in a magazine but since it was only meant to represent the holding company and not be a consumer-facing logo it was adequate. Now that the NEVS name — hard to tell if we are supposed to call it N-E-V-S or Nevs (apropos to today's Review) — will become the consumer brand, the new logo has to be catchier and cooler, which it is. The extended and generously letter-spaced structure fits within the world of car logos and the "S" drawn like a "Z" — and matching the hard angles of the rest of the characters — gives it a memorable visual hook. It feels a tad thin for being a logo meant to go on a car nameplate and, based on the rendering available, I hope they are still working on it because that image takes away from the slenderness and crispness of the standalone mark. Overall, slightly weird name for a car… slightly weird logo for that name… slightly weird rendering for that logo… slightly optimistic about where this all could go.
Thanks to The Branding Source for the tip.