Opinions on corporate and brand identity work.

A division of UnderConsideration.








Share ›

New Logo and Identity for Lucid Motors by Tolleson
 

before

after

Noted Jul. 30, 2018 by Armin

Industry / Automobile Tags /

About

(Est. 2007) “Lucid Motors (formerly known as Atieva) is an American automotive company specializing in electric cars. The company was founded in 2007, and it is based in Newark, California.” (Wikipedia)

Design by

Tolleson (San Francisco, CA)
Naming: Lexicon (Sausalito, CA)

Related links

Tolleson project page (brand)
Tolleson project page (launch)
Lexicon project page

Relevant quote
The logo design was a nod to the car itself: elongated, modern, sleek, and timeless. The wordmark also had to integrate seamlessly with the car. In much the same way that auto designers shape the car’s body in clay, the logo was shaped for maximum optical proportion and balance.

The car’s physical design mandated an extended version of the logo for on-vehicle applications.

Four complementary fonts were selected to strike the appropriate balance between the technical nature of Lucid’s designs and the intuitive experience the vehicle delivers.

A 24-hour color wheel, inspired by the light throughout California at various times of day, was distilled into a set of core brand colors that corresponded with Lucid’s approach to color, material, and finishes.

Tolleson project page (brand)

Images (opinion after)
New Logo and Identity for Lucid Motors by Tolleson
Logo.
New Logo and Identity for Lucid Motors by Tolleson
Logo on a cool photo of an ocean.
New Logo and Identity for Lucid Motors by Tolleson
Logo guidelines.
Identity elements.
New Logo and Identity for Lucid Motors by Tolleson
Sample applications.
New Logo and Identity for Lucid Motors by Tolleson
Business cards.
New Logo and Identity for Lucid Motors by Tolleson
New Logo and Identity for Lucid Motors by Tolleson
New Logo and Identity for Lucid Motors by Tolleson
Launch event for the Lucid Air.
New Logo and Identity for Lucid Motors by Tolleson
New Logo and Identity for Lucid Motors by Tolleson
New Logo and Identity for Lucid Motors by Tolleson
Logo on the car.
Opinion

The old name sounded like a pharmaceutical product and the old logo looked like it belonged on server hardware (to its credit, the company started as developer of electric battery technology not bitchin’ cars). The new name is far more aspirational and unique for a car company (if a little pretentious). In its extended letterforms, the new logo feels like it belongs in the automotive world as it is a common approach but, here, it’s taken to the extreme with letters that are 3.5 times wider than their height. It’s a little much, to be honest, but surprisingly, it works. It’s an elegant, luxurious wordmark with a hint of “If you have to ask you can’t afford it” that makes the titular car feel exclusive — and, at $60,000, there is no question it is exclusive. The identity around the logo is quite nice, with an eclectic combination of typefaces and a sophisticated color palette. Overall, this looks expensive. Job well done.

Your opinion…

On Logo


Total

On Application


Total

Comments


Logo Before & After
Sample Applications

Share ›

Spotted Around the web

New Logo for Stitcher

New Logo for Stitcher
 
Spotted Sep. 20, 2018

Pinned Recent, Big Stories


Curated All Things Condensed