推出透明汽车品牌需要定位策略和视觉识别。该项目与Lucid的设计和工程团队密切合作，带领我们踏上了探索公司产品设计理念与未来新型豪华汽车体验之间关系的旅程。
Lucid的总体设计理念植根于他们的“加州DNA”，并利用了他们家乡的乐观精神和开拓精神。同样重要的是他们的设计方法；通过从干净的开始，Lucid能够完全重新想象豪华轿车可以是什么。这些原则在支撑整个发射的理念中发挥了作用。
标志设计是对汽车本身的点头：细长的，现代的，光滑的，永恒的。WordMead还必须与汽车无缝集成。就像汽车设计师用粘土塑造车身一样，标志也是为了达到最大的光学比例和平衡。
汽车的物理设计授权了一个扩展版本的标志，在车辆上的应用。
四个相辅相成的字体被选择来在Lucid设计的技术性质和车辆交付的直观体验之间达到适当的平衡。
一个24小时的彩色轮子，灵感来自于加州各地不同时间的光线，被蒸馏成一套核心品牌的颜色，与Lucid对颜色、材料和成品的处理方法相对应。
使用加利福尼亚的海洋、山脉、沙漠和城市环境的一系列宏观和景观图像，摄影的外观和感觉既发挥了驾驶经验的亲密度，又发挥了一个不受惯例限制的公司的承诺。
Launching the Lucid Motors brand required a positioning strategy and visual identity. Working in close collaboration with Lucid’s design and engineering teams, the project led us on a journey to uncover the relationship between the company’s product design philosophy and the promise of a new type of luxury automotive experience.
Lucid’s overarching design philosophy is rooted in their “California DNA” and leverages their home state’s optimism and pioneering spirit. Equally important is their design approach; by starting from a clean slate, Lucid is able to completely reimagine what a luxury car can be. These tenets played a role in the idea underpinning the entire launch.
The logo design was a nod to the car itself: elongated, modern, sleek, and timeless. The wordmark also had to integrate seamlessly with the car. In much the same way that auto designers shape the car’s body in clay, the logo was shaped for maximum optical proportion and balance.
The car’s physical design mandated an extended version of the logo for on-vehicle applications.
Four complementary fonts were selected to strike the appropriate balance between the technical nature of Lucid’s designs and the intuitive experience the vehicle delivers.
A 24-hour color wheel, inspired by the light throughout California at various times of day, was distilled into a set of core brand colors that corresponded with Lucid’s approach to color, material, and finishes.
Using a range of macro and landscape imagery of California’s oceans, mountains, deserts, and urban environments, the photography’s look and feel plays to both the intimacy of the driving experience and the promise of a company unconfined by convention.

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