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Tesla Motors

July 25, 2016


Founded in 2003, Tesla Motors is a US car brand that designs, manufactures, and sells electric cars, components, and battery products.

Tesla symbol

Named after inventor and engineer Nikola Tesla (1856-1943), the company’s CEO Elon Musk has just published his intriguing Master Plan, Part Deux, where, among other things, the self-driving capabilities the car brand is working toward will allow owners to…

“…add your car to the Tesla shared fleet just by tapping a button on the Tesla phone app and have it generate income for you while you’re at work or on vacation, significantly offsetting and at times potentially exceeding the monthly loan or lease cost. This dramatically lowers the true cost of ownership to the point where almost anyone could own a Tesla. Since most cars are only in use by their owner for 5% to 10% of the day, the fundamental economic utility of a true self-driving car is likely to be several times that of a car which is not.”

According to TechCrunch, Elon Musk expects a total of 6 billion miles of test-driving will be needed before fully autonomous cars are a reality. And right now, fleet learning is happening at 3 million miles per day.

The portfolio of California-based Prado Studio lists the Tesla logo as a collaboration between themselves and RO Studio in New Jersey. I was hoping to share some project details from the designers, but there’s been no response.

Both portfolios (Prado and RO Studio) show the following version of the logo where the symbol and wordmark are placed within a shield.

Tesla logo

Tesla stationery

The design’s changed since, with the shield disappearing to give a cleaner look, but it’s still a case where the symbol and wordmark are stronger when used separately, rather than as a lockup.

Tesla logo

Tesla storeTesla Store LA, photo by Misha Bruk / MBH Architects

Like most car symbols (and logos in general), they tend to need some context before looking the part.

Tesla logoVia Motor Trend

Tesla logoVia Gas 2

Tesla logoVia Motor Trend

Tesla Model STesla Model S, via Gazette Review

I’m expecting big things from the brand, regardless of the logo.

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