Building an Automotive Brand for a Post-Luxury World
Since their founding as a consumer automotive company, we’ve been working in close collaboration with Lucid’s design and engineering teams establishing the company’s position in the marketplace and developing a visual identity system that tells the story of design, technology, and the promise of a new luxury experience.
![](https://tolleson.com/wp-content/uploads/2020/09/Lucid-Brand-1-2.jpg)
Lucid’s overarching design philosophy is rooted in their California DNA and leverages their home state’s optimism and pioneering spirit.
![](https://tolleson.com/wp-content/uploads/2020/09/Lucid-Brand-3-1.jpg)
The logo design is a nod to the car itself: elongated, modern, sleek, and timeless.
![](https://tolleson.com/wp-content/uploads/2020/09/Lucid-Brand-4-1.jpg)
The wordmark is optically balanced and employs contrasting thick and thin weights designed to add a dynamic quality to each letterform.
![](https://tolleson.com/wp-content/uploads/2020/09/tolleson-case-study-lucid-motor-brand-04a-1.jpg)
![](https://tolleson.com/wp-content/uploads/2020/09/Lucid-Brand-6-1.jpg)
![](https://tolleson.com/wp-content/uploads/2020/09/Lucid-Brand-8-1.jpg)
The palette is built around a 24-hour color wheel, inspired by the tonal shifts of light during California’s twilight hours. The color wheel also serves as a graphic device, drawing upon each vehicle’s color, material and finishes package to create a palette unique to each car.
![](https://tolleson.com/wp-content/uploads/2020/09/Lucid-Brand-13-1.jpg)
![](https://tolleson.com/wp-content/uploads/2020/09/Lucid-Brand-10-1.jpg)
![](https://tolleson.com/wp-content/uploads/2020/09/Lucid-Brand-12-1.jpg)
A family of fonts blends the story of the technical with the intuitive, supported by a grid system optimized for information hierarchy and clarity.
![](https://tolleson.com/wp-content/uploads/2020/09/Lucid-Brand-16-1.jpg)
An online portal allows for easy organization and access to Lucid’s growing image library.
The brand work extends into the first slate of North American and European showrooms.
![](https://tolleson.com/wp-content/uploads/2020/09/Lucid-Brand-17-1.jpg)
![](https://tolleson.com/wp-content/uploads/2020/09/Lucid-Brand-19-1.jpg)
![](https://tolleson.com/wp-content/uploads/2020/09/Lucid-Brand-20-1.jpg)