Product Identities for Lucid Motors | Tolleson
A Product Family Full of Personality
Spacer
With critical acclaim for Lucid Air, the team wanted to create vehicles that could serve every type of driver. As Lucid’s brand agency of record, it was our task to create a series of different product identities. And we started where we always have: drawing inspiration from their products.
Mirroring the meticulous engineering and design of each vehicle, we delivered a scalable sub-brand system that taps into the personality of each car. From the Lucid logo and its sleek, elongated letterforms that match the characteristic contours of every vehicle, to the timeless, italicized badging for Air and Sapphire—the fastest production vehicle ever made.
Each of these identities connects product design and performance cues back to the overall brand system. Creating iconic signatures that stand on their own and still collectively fit together.
Spacer
Project Information
Project
Product Identities
Services
Positioning
Visual Identity
Go-to-Market
Positioning
Visual Identity
Go-to-Market
Deliverables
Brand Architecture
Product Architecture
Product Narrative
Logo
Visual Language
Brand Toolkit
Brand Guidelines
Campaign
Collateral
Templates
Presentations
Brand Architecture
Product Architecture
Product Narrative
Logo
Visual Language
Brand Toolkit
Brand Guidelines
Campaign
Collateral
Templates
Presentations
Industry
Mobility
Technology
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
Spacer
Four Elements
One-of-a-kind signature
The Lucid Air logo effortlessly combines elegance and luxury, taking cues from the fluidity of a handwritten signature. Its sleek lines and graceful curves mirror the aerodynamic form of the Lucid Air, capturing the brand’s fresh take on luxury EVs. The continuous stroke symbolizes the car’s smooth efficiency and performance. With its simple yet impactful design, the logo reflects Lucid’s vision of a sustainable, high-performance future.
Spacer
Single Large Image
Spacer
A breath of fresh air
When crafting identities for their inaugural product lineup, Lucid Motors saw it as an important moment to set the stage for their brand and fleet. The goal was to capture each vehicle’s unique personality and performance through its name and logo, creating a distinctive identity for each one. While we needed each identity to have its own unique flavor, they also had to feel like part of a cohesive family.
Instead of relying on generic letters or numbers, Lucid chose names for each vehicle that tell a story. We embarked on a design journey, exploring every possibility to capture the perfect feel and signature for Air.
By prioritizing creativity over the commonplace, we aimed to develop an identity system with a unique sense of individuality, enhancing the personalized touch of each vehicle and elevating the overall Lucid brand experience.
Spacer
Single Large Image
Timeless
and New
A Journey
Explaining the Outcome
Spacer
“We wanted to have a logo that felt fast like air and a classic yet futuristic signature with a 1950s feeling, but very modern at the same time.”
Derek Jenkins, Senior Vice President of Design and Brand, Lucid Motors
Spacer
Single Image
The Air logotype’s black and white simplicity ensures seamless integration on any background, maintaining high visibility and legibility. This monochromatic approach accentuates the crafted contrast of lines as they transition from thin to thick.
Spacer
Launch Pad
How we
think
04—15
2024
On branding the 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. Crafting its identity presented an opportunity to expand the brand by bringing the nostalgia of the past, forward.
With this model, we kept building on what makes Lucid unique. We looked to the past for inspiration but gave it a modern twist, staying true to what we've always stood for while moving forward with fresh ideas.
Spacer
Single Large Image
Spacer
Four Elements
Advancing movement and tech
Part of our exploration combined technology and motion in unexpected ways. Fluid dynamics and air movement have long played major roles in vehicle design, so we developed those practices into concepts around the logomark and larger brand.
Spacer
Single Large Image
Tastefully
Applied
Product Experiences
Applications
We crafted the logo to perform across all mediums and surfaces, including: digital, stitched, embossed, debossed, and molded.
Spacer
“We crafted the logo to perform across all mediums and surfaces, including: digital, stitched, embossed, debossed, and molded.”
Steve Tolleson, Founder, Tolleson
Spacer
Four Elements
Spacer
Single Large Image
Spacer
Related
Spacer
Feel like a fit?
Let us know what’s on your mind.
You can tell us about your goals or just say hello.