(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)
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.
Images (opinion after)
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.