General Motors is heading into 2021 with its eye on electrification. To that end, it’s revealed a new logo, a new marketing campaign and new website. All three of which are designed to emphasize its commitment to electrified vehicles.
New marketing campaign
GM says “Everybody In” is part of the company’s comprehensive efforts to accelerate mass adoption of electric vehicles. The automaker says the spot’s call to action is meant to reflect a movement that’s “inclusive and accessible.” GM also says it is evolving its brand identity as GM transforms itself to deliver on a vision that creates a world with zero crashes, zero emissions and zero congestion.
GM says the campaign sets an optimistic and inclusive tone for the company’s EV future and focuses on three themes:
- Exciting a new generation of buyers and accelerating EV adoption;
- Demonstrating GM’s EV leadership, which includes the investment of $27 billion in EV and AV products through 2025 and the launches of 30 new EVs globally by the end of 2025; and
- Highlighting the range, performance and flexibility of the Ultium platform.
Ultium is a major focus of the campaign. It is the foundation for GM’s next-generation EV lineup and will power everything from mass-market to high-performance vehicles (including the new GMC HUMMER EV and Cadillac LYRIQ.) The platform will be capable of delivering an EV that can go up to 450 miles on a full charge, will power EVs of many sizes, shapes and price points, and is capable of 0-60 mph performance in as little as three seconds for some models.
GM says influencers who defy expectations and represent all walks of life will be used throughout the campaign. GM calls them “change agents” and they include Malcolm Gladwell, author of “The Tipping Point,” professional surfer and shark attack survivor Bethany Hamilton, fitness instructor Cody Rigsby and gamer Erin A. Simon.
GM’s new logo extends to technology brands, including Ultium. GM says the goal was to build on its strong heritage while bringing a more modern and vibrant look to GM’s familiar blue square. The team of GM designers tasked with creating the new logo considered how to balance the history and trust inherent to the existing design with GM’s vision for the future.
According to Sharon Gauci, GM executive director of Global Industrial Design: “This was a project our team took so personally, not just for ourselves but for the 164,000 employees this logo represents. At every step we wanted to be intentional and deliberate because this logo signifies creative and innovative thinking across the global General Motors family.”
The new logo’s vibrant blue tones are designed to evoke the clean skies of a zero-emissions future and the energy of the Ultium platform. Rounded edges and lower-case font create a more modern, inclusive feel. The underline of the “m” connects to the previous GM logos as well as visually representing the Ultium platform. And within the negative space of the “m” is a nod to the shape of an electrical plug.
GM’s newly redesigned GM.com will feature stories about GM’s work across electrification, safety, citizenship and the road to autonomous driving. GM says it also plans to celebrate the people and the technologies that are moving the brand forward and play a meaningful role in bringing news and updates to audiences around the world.