Symbol Creation for Lucid Motors | Tolleson
Follow the Bear:
A Symbol of Lucid’s Purpose
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Meet the Lucid bear. Not the Jaguar, the Ferrari horse, or the Lamborghini bull—but the California grizzly.
Revered for its power, admired for its beauty, and reincarnated as a symbol of unyielding resistance to the status quo—this bear embodies the independent spirit of the state Lucid calls home.
In conversation with Lucid’s leadership, we were asked to develop a California-inspired symbol.
Through interdisciplinary exploration, we uncovered and articulated the deeper story behind the bear: beyond its presence on the California flag and into Lucid’s company culture, as a representation of Lucid’s uncompromising commitment to environmental sustainability, performance, and design.
Together, we honed in on a recognizable and enduring reminder of where Lucid comes from, why they exist, and what drives them forward. Unlocking a missing piece of the puzzle to transform pure instinct into company-wide resonance.
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Project Information
Project
Symbol Creation
Services
Positioning
Visual Identity
Editorial
Go-to-Market
Positioning
Visual Identity
Editorial
Go-to-Market
Deliverables
Company Purpose
Brand Principles
Logo
Visual Language
Illustration
Copywriting
Brand Toolkit
Brand Guidelines
Campaign
Company Purpose
Brand Principles
Logo
Visual Language
Illustration
Copywriting
Brand Toolkit
Brand Guidelines
Campaign
Industry
Technology
Mobility
Partners
Lucid Brand
Lucid Product Design
Lucid Retail
Code and Theory
Grilli Type
Lucid Brand
Lucid Product Design
Lucid Retail
Code and Theory
Grilli Type
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“The California bear represents our commitment to innovation, mirroring the state’s pioneering spirit in technology and design.”
Peter Rawlinson, CEO, Lucid Motors
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Single Large Image
A Grizzly
Reminder
Symbol Application
Vehicle Interior
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Not a logo, but a symbol of spirit
In Lucid’s brand strategy, the bear symbolizes more than just a logo—it embodies Lucid's spirit, encapsulating the essence of their Californian identity and reflecting the state’s influence on their design ethos. Beyond its symbolic representation, the bear expands the narrative, illustrating Lucid's commitment to environmental sustainability, performance, and design excellence, which define the brand’s identity.
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Single Large Image
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Launch Pad
How we
think
02—23
2024
On creating a meaningful symbol
For Lucid Motors
Get an inside look at the creation of the Lucid Bear symbol. From early sketches to final refinements. Take a peek at some of the process that hopefully explains the outcome and final bear symbol. Gain insight into the process that shaped the outcome, because sometimes understanding the journey adds value to the end result.
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“We’ve put a lot of effort into naming our vehicles uniquely like Air and Gravity. Initially, the bear was a nod to California, but now it's evolving into our brand crest. Get ready to see more of it.”
Derek Jenkins, Senior Vice President of Design and Brand, Lucid Motors
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Creating signature moments
The Lucid bear, while not a traditional logo, appears throughout the vehicle and brand experience as a special touch. This emblem serves as a subtle reminder of Lucid’s story and its place of inspiration, bringing forth moments that reinforce the brand’s identity and heritage.
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Single Large Image
A
Recognizable
Icon
Symbol Application
User Experience
We designed the Lucid bear for versatility and visual consistency across digital platforms and physical surfaces.
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Vignette
The bear shows up in unexpected areas of the vehicle, rewarding observant drivers with moments that highlight Lucid’s meticulous attention to detail.
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Single Large Image
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Four Elements
Another level of iconography
Using the Lucid bear in patterns opens up branding opportunities way beyond their vehicles. Much like a fashion brand, decorating products and merchandise in unique ways amplifies Lucid’s identity and extends their reach with every encounter.
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Single Large Image
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Related
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