Detroit Electric with refreshed corporate identity

As the preparations for the introduction of its SP:01 electric sports car gather momentum, global EV manufacturer Detroit Electric has revealed a bold new brand identity and provided a hint of the final exterior design of the company’s new vehicle.



Supporting the launch of its new brand identity, which includes a recharged corporate logo and colour palette, Detroit Electric has also released an innovative ‘teaser’ brand film and is finalising a new-look website that will support the introduction of the new corporate identity. The re-brand is the latest initiative in the company’s marketing strategy as Detroit Electric gears up for the start of sales of the SP:01, and follows the announcement of successful prototype testing in June this year.

The company’s logo has been modernised to reflect Detroit Electric’s pioneering and energetic values. A sympathetic restoration of the original round Detroit Electric badge, the new logo has been carefully evolved to reflect the brand’s new colours of blue and white, while maintaining the art deco character and integrity of the original styling. The new logo will be displayed as a badge on the company’s pure electric vehicles, as well as on future products, and for corporate communications applications.

The introduction of the new blue and white colour palette represents the company’s pure electric positioning. Blue represents energy and modernity, and is reminiscent of lightning storms where ionised oxygen produces an electric blue effect, while white provides purity, simplicity and a bold contrast to the blue.

Albert Lam, Chairman and CEO of Detroit Electric, said: “This new creative direction reflects Detroit Electric’s passion to deliver premium, design-driven products. We are proud to identify with the original Detroit Electric company’s history and look forward to enhancing the core values of this historic brand through innovation, pioneering spirit and performance. The new corporate identity has modernised the brand’s image to ensure it is fit for today’s rapidly evolving market, while preserving some of the magic and heritage of the original Detroit Electric brand.”

To support the new corporate identity, Detroit Electric has launched an innovative brand video that teases the look of the Detroit Electric SP:01 sports car. The film takes its inspiration from the brand’s mantra of ‘Pure Electric Performance’ and depicts the creation of the SP:01 out of electricity, starting with a spark to signify the renaissance of Detroit Electric, which grows into a storm of electrical energy that takes the exterior shape of the company’s first production car.