The Challenge
Develop and implement a brand presence that will help Drive Electric Minnesota raise awareness, attract new members, and establish itself as the premier Minnesota organization leading the deployment of electric vehicles and the go-to resource for electric vehicle consumers.
The Solution
In order to motivate Minnesotans to drive electric we focused on the future – designing a contemporary logo that grabs attention, promotes action and embraces the spirit of forward thinking. Moving away from the typical green and blue colors dominating the sustainability sector, orange and steel grey were selected to communicate the brand’s vision, mission and business goals. The orange electrifies and attracts while the steel reflects the innovative and modern design behind today’s electric vehicles. A circle reminiscent of a power button ready to set a car in perpetual motion was used for the mark. The plug was seamlessly embedded into the “D” to create the letter “E”, allowing the mark to become an iconic extension of the organization’s name and function as a standalone tool for communication. In a sea of blue and green competitor logos, this iconic branding is able to break through the noise, be easily recognizable, and stand up to the rest of the auto world, but most importantly inspire more people to consider the shift to drive electric. To set the brand in motion, we finished the branding process with a new website and slogan “Charge Forward”.
During National Drive Electric Week we launched the brand new Drive Electric Minnesota website where users can access everything they need to know about electric vehicles in Minnesota. At DriveElectricMN.org you can find the resources, discover the benefits, and become a part of the bigger EV community. From the latest news, events and deals to the oldest EV myths and misconceptions, DriveElectricMN.org has it all.