Electric car company Detroit Electric overhauls brand identity ahead of SP:01 model release
Detroit Electric, the electric car company, has overhauled its brand identity as it gears up for the release of its first commercial vehicle the SP:01 sports car.
To support the launch of the new brand identity, which includes a refreshed logo and colour palette, Detroit Electric has also released a teaser brand film and is finalising a new-look website set to launch at the end of the month.
The new logo has been evolved to include the brand’s new colours of blue and white, while maintaining the art deco character of the original styling. It will be displayed as a badge on the company’s pure electric vehicles, as well as on future products, and for corporate communications applications.
The introduction of the new blue and white colour palette aims to represents the company’s pure electric positioning.
Albert Lam, chairman and CEO of Detroit Electric, said: “This new creative direction reflects Detroit Electric’s passion to deliver premium, design-driven products. We are proud to identify with the original Detroit Electric company’s history and look forward to enhancing the core values of this historic brand through innovation, pioneering spirit and performance.
“The new corporate identity has modernised the brand’s image to ensure it is fit for today’s rapidly evolving market, while preserving some of the magic and heritage of the original Detroit Electric brand.”
The brand film, which can be viewed on the Detroit Electric website, takes its inspiration from the brand’s mantra of ‘Pure Electric Performance’ and depicts the creation of the SP:01 out of electricity, which is set to go on sale in Asia, EMEA and the USA, in early 2015.