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New Name and Logo for NEVS



Noted Jul. 11, 2016 by Armin

Industry / Automobile Tags /


(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)

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NEVS press release

Relevant quote
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.

NEVS press release

Images (opinion after)
New Name and Logo for NEVS
Logo detail.
New Name and Logo for NEVS
Grill render.
Brand introduction.

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.

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Brand New, is a division of UnderConsideration, displaying opinions, and focusing solely, on corporate and brand identity work. More…

UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. Run by Bryony Gomez-Palacio and Armin Vit in Austin, TX.

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