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New Name and Logo for Karma Automotive
 

before

after

Noted Oct. 1, 2015 by Armin

Industry / Automobile Tags /

About

(Est. 2007, originally Fisker Automotive) “Karma Automotive is a Southern California-based manufacturer of world-class luxury hybrid cars designed to challenge habitual thinking about luxury.” Their only model is the $100,000+ Karma; its first make only sold a little over 2,000 units.

Design by

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Related links

Karma Automotive press release
Forbes story

Relevant quote
Our new logo makes a statement. Clean, elegant, modern in its simplicity. An imperfect ring, representing constant effort towards unattainable perfection, encircling the earth. With a spark of sun, the eternal symbol of endlessly renewable energy. Inner cut lines represent our three brand priorities.

Karma Automotive home page

Images (opinion after)
New Name and Logo for Karma Automotive
Logo detail.
New name and logo introduction. Logo animation at the end.
Opinion

Whoever typeset the old logo clearly had never set type on a curve because that F I S K E R wordmark was about to go off the rails despite being nudged in that ring. The logo itself was fairly generic and mostly forgettable. A couple of weeks ago, for the Roland Berger logo redesign, I said "if you are going to go with a steel texture, texture the hell out of it with a good rendering engine, not some half-cooked gradient" and this new logo for Karma is exactly what I'm talking about. It's not the best logo ever but they committed to a look-and-feel and they rendered the shit out of it. This looks like it could be a promo image for Interstellar. It's moody, it's futuristic, it's got a bit of HAL 9000 in it. The wordmark is unapologetically chrome-tastic and almost like a good Hollywood movie poster. It's all a little too perfect for what comes across as a pretentious luxury car that maybe does some good to the Earth.

Thanks to Juan Garcia-Ruiz for the tip.

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