GM Reboots Brand Identity as they Race Toward the Future

    As GM amplifies its EV message, it has also created a new brand identity designed for a digital-first environment.

    By Asia Ad Junkie - Jan 11, 2021
    GM Reboots Brand Identity as they Race Toward the Future

    GM has unveiled a new brand identity as they shift toward a zero-emission future. The move includes a rebooted logo that is a more modern and vibrant take on GM’s familiar blue square. The new brand identity extends to technology brands including Ultium.

    “This was a project our team took so personally, not just for ourselves but for the 164,000 employees this logo represents,” said Sharon Gauci, GM executive director of Global Industrial Design. “At every step, we wanted to be intentional and deliberate because this logo signifies creative and innovative thinking across the global General Motors family.”

    The new GM logo features a color gradient of blue tones; it aims to evoke the clean skies of a zero-emissions future. The underline of the “m” connects to the previous GM logos as well as visually representing the Ultium platform. And within the negative space of the “m” is a nod to the shape of an electrical plug.

    Everybody In

    The automaker is also debuting a new marketing campaign as part of the company’s comprehensive efforts to accelerate the mass adoption of electric vehicles. The “Everybody In” campaign is a call to action meant to reflect a movement that’s inclusive and accessible. The company is also evolving its brand identity as GM transforms itself to help create an emissions-free world.

    “There are moments in history when everything changes,” said Deborah Wahl, GM global chief marketing officer.

    “Inflection points. We believe such a point is upon us for the mass adoption of electric vehicles. Unlike ever before, we have the solutions, capability, technology, and scale to put everyone in an EV. Our new brand identity and campaign are designed to reflect this.”

    The “Everybody In” campaign focuses on three themes:

    • Exciting a new generation of buyers and accelerating EV adoption
    • Demonstrating GM’s EV leadership, which includes the investment of $27 billion in EV and AV products through 2025 and the launches of 30 new EVs globally by the end of 2025
    • Highlighting the range, performance, and flexibility of the Ultium platform.

    Ultium will be the foundation for GM’s next-generation EV lineup, powering everything from mass-market to high-performance vehicles, including the GMC HUMMER EV and Cadillac LYRIQ. According to the automaker, the Ultium platform will be capable of delivering an EV that can go up to 450 miles on a full charge, will power EVs of many sizes, shapes, and price points, and is capable of 0-60 mph2 performance in as little as three seconds for some models.

    “GM has the talent, technology, and ambition to advance a safer world for all, help reduce emissions and accelerate toward our all-electric future,” said Wahl.

    “‘Everybody In’ demonstrates our intent to lead, while inviting others – policymakers, partners, individuals – to play an active role in moving society forward, whether that’s helping to expand infrastructure, advocating for progress in their communities, or simply taking an EV for a test drive to learn about the benefits of EV ownership.”

    The campaign features a number of notable influencers including Malcolm Gladwell, author of “The Tipping Point,” professional surfer and shark attack survivor Bethany Hamilton, fitness instructor Cody Rigsby, and gamer Erin A. Simon. They stand by the battery base of the vehicles, stating that there’s going to be a different future, that’s clean and safe. And the power of that future comes from the Ultium battery. Most importantly, “Nobody will be left out.”

    A new way to learn more

    To complement the “Everybody In” campaign and new GM brand identity, the company will launch a new site on Jan. 11, 2021, to share the latest information and stories about GM’s work across electrification, safety, citizenship, and the road to autonomous driving.

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