And make it look fast | Tolleson
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And Make It Look Fast
04—15
2024
On branding the Lucid Sapphire
For Lucid Motors
With 1,234 horsepower, the Lucid Air Sapphire rockets from 0-60 mph in just 1.89 seconds to reach a top speed of 205 mph—making it one of the fastest production cars available on the market.
For Lucid, the Sapphire launched an important moment for the company to set a new standard for vehicle performance. For us, Lucid’s Sapphire presented an opportunity to expand the brand by bringing the nostalgia of the past, forward—to craft an identity that signaled their continuous commitment to excellence.
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Introducing
Sapphire
Launch Photography
Mojave Desert
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Like we did with the Air, we wanted to give the Sapphire its own distinct signature—one that conveyed excellence, performance, and above all, speed. Naturally, we looked to the craftsmanship of the 1950’s, an era in automotive history known for timeless classics and fast cars.
With hand-crafted typography, we designed an identity made to stand out, while fitting in with the rest of the Lucid vehicle family. The Sapphire’s identity reinvents the symbols of the past while referencing the technology of the future—all in service of strengthening Lucid’s brand.
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Early Sapphire logo iterations blend the past with the future, with a new take on speed.
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We examined every design iteration on the car in both 2D and 3D, to ensure perfect alignment regardless of size, spacing, or finish.
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Sweating the details
From the elegance of the “S” to the alignment of every other letter—every contour, stroke, and space was crafted to elevate the identity with sophistication and distinction.
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Sapphire Blue comes from California’s rare state gemstone, benitoite, as a nod to the unmatched elegance of natural beauty
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“It’s the embodiment of what ultra-high-performance luxury means to Lucid. What we see today with the Lucid Sapphire is just the beginning.”
Derek Jenkins, Senior Vice President of Design and Brand, Lucid Motors
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When Blue
Means Go
In-Car Experience
Main Dashboard
Sapphire Blue illuminates performance data behind the wheel with a vibrant glow.
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Sapphire Blue
It’s the color of the exterior, the backdrop of both the touchscreen and the dashboard, and a unifying hue for other parts of the interior—creating a cohesive consumer experience.
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