Moved by light and color | Tolleson
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Moved by Light and Color
03—15
2024
On a Californian color palette
For Lucid Motors
As a California-based company, Lucid’s identity is deeply intertwined with the creative energy of its surroundings. Some parts subtle and others front and center, Lucid’s brand system is full of references to the state’s natural beauty, all by design.
For us, finding the right color palette certainly involves selecting hues that catch the eye and distinguish a brand from its competitors. But it also presents an opportunity to see and feel the narrative at a very visceral level—in this case, through the lens of California’s light. See what we saw, below.
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Twilight is categorized based on the angle of the sun, relative to the horizon. There are three main types: civil, nautical, and astronomical twilight—each marking different levels of illumination during the transition from day to night.
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Chasing the horizon
Known for their diversity, California’s iconic landscapes provided the perfect source of inspiration for Lucid’s colors, materials, and finishes (CMF)—which are key to the experience of its brand and the interior themes of its vehicles.
Each distinct collection of hues was designed to reflect the ambience of five points in time and place—from the golden glow of sunrise in Tahoe to the tranquil tones of twilight in the Mojave. Light became a central theme, guiding Lucid’s CMF decisions and grounding its aesthetic in a strong sense of place.
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Chasing
Twilight
A Study in Movement
Discovery
We were inspired by the dynamic shifts in color and light at twilight, which influenced how we approached movement and the atmosphere around it.
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In the zone
We became fascinated by twilight: its principles, significance, and potential applications. Using a diagrammatical approach, we explored various possibilities, studying how each aligned with Lucid’s overall experience.
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Four Elements
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Design by
Nature
Diagramming the Stages
Informational
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“The choice to draw inspiration from California stemmed from discovering Lucid’s identity. This realization led us to tailor interiors to specific California locations and times of day, capturing the unique light of each place.”
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Four Elements
24 hours, 1 symbol
Each version of the symbol mirrors the state’s daylight at a specific time and location over the span of a full 24 hours. It’s also a graphic element that integrates colors, materials, and finishes (CMF) to craft a unique palette for every vehicle.
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A Chromatic
Journey
Unique Locations
Five Different Palettes
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In harmony in motion
Built with usability in mind and tested across every touch point, Lucid’s final color palette enriches every element of the vehicle and every foundational piece of the brand—each part distinct, yet in harmony.
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The palette brings the California state of mind to life at every touchpoint, from showroom to vehicle.
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