Ecotality Design & Branding BLINK IDENTITY AND VISUAL SYSTEM by Landor New York

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Industry Environmental & Animal Issues
Media Design & Branding
Market United States
Agency Landor New York
Designer Andy Baron
Released November 2011

Credits & Description

Category: Consumer Services
Advertiser: ECOTALITY
Product/Service: ECOTALITY
Designer: Andy Baron (Landor Associate)
Media placement: Identity - Charging Stations - 1 November 2011

Describe the brief from the client
ECOtality, a leader in clean electric transportation and storage technologies, needed to develop a consumer brand for its electric vehicle (EV) charging stations and network infrastructure.

Describe the challenges and key objectives
ECOtality manages the EV Project and will oversee the installation of approximately 14,000 commercial and residential charging stations in 18 major cities and metropolitan areas. Coinciding with the much-anticipated launch of the Nissan Leaf and Chevrolet Volt electric vehicles, The EV Project is a significant step toward the successful roll-out and adoption of EVs across America.

Describe how you arrived at the final design
Together, Landor and ECOtality developed the brand idea 'Simply Smarter', and later the name 'Blink' for the charging stations and infrastructure. This differentiated approach speaks to the intuitive and intelligent nature of the product, and personifies the brand as friendly and easy to use.

Give some indication of how successful the outcome was in the market
The logo and visual identity system capture the ease of use and approachable nature of the brand through its simple, yet clever design. The visual system clearly and literally communicates the 'energy in black and white' idea, and distinguishes Blink as the confident and clear choice for EV users, and as the new standard for the industry. Blink made its way as planned into test market cities by late 2010. Blink continues to power on by expanding geographically, securing relationships with retail partners like Best Buy, and by integrating new technological features such as Cisco’s Home Energy Management solutions.