As the preparations for the introduction of its SP:01 electric sports car gather momentum, global EV manufacturer Detroit Electric has revealed a 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 a ‘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 prototype testing in June this year.

The company’s updated logo sees the restoration of the original round Detroit Electric badge that has been evolved to reflect the brand’s new colours of blue and white, while maintaining the art deco character 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 aims to represent 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,” explains the company.

Albert Lam, chairman and CEO of Detroit Electric, added: “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.”

Source: Detroit Electric