Business challenge
Detroit Electric, the first electric car company in the world, was relaunched in 2010. It needed an overhaul of its visual identity and communications platform as it geared up for the release 
of its first commercial vehicle, the SP:01 sports car.

Electric cars are still not associated with high performance and lack credibility amongst many performance car buyers.

The idea
The new positioning ‘pure electric performance’ clearly associates the product with performance.

Visual identity
To support the launch of the new brand identity, which includes a refreshed logo, typography, 
and colour palette, we also created a brand film and new website.

We created the new logo and evolved the brand’s new colours to blue and white, while maintaining the futurist character of the original styling. It will be displayed as a badge on the company’s pure electric vehicles, as well as on future products, and for corporate communications applications.

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 brand identity, created by Amp, has modernised our 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.”


Brand identity, Brand positioning, Content, Digital, Experiential