Switch.
A next generation electric vehicle company.
SWITCH are an electric vehicle company redefining urban mobility with community-focused transport solutions. Working with cities, their buses are helping to make roads quieter, air cleaner, and create a sustainable future for everyone. For their new identity, we focused on the human side of transport.
From their vehicles to their factories, SWITCH is a certified carbon-neutral manufacturer.
We partnered with strategic marketing agency Still Curious to create a brand identity that positions SWITCH at the forefront of sustainable travel. Rather than focus on technical details and indecipherable stats, we were eager to showcase the widespread benefits that safer and cleaner travel brings to communities.
Based on the concept of ‘move better,’ we delivered a colourful and dynamic identity – with print, digital, and social media outputs – filled with humanity and warmth. To illustrate this, and put the focal point on communities, we commissioned Dutch artist Leonie Boss to create a spectacular series of illustrations. Her landscapes, in the SWITCH brand colours, artfully depict peaceful moments within an idyllic sustainable city. With these scenes, we aimed to reinforce a more emotive and human-centred approach to the typically masculine and high-tech vision of automotive brands. For this same reason we opted for a vibrant and contemporary colour palette, moving away from the dull metallic shades of motoring; a bright electric blue serves as the leading colour alongside green, orange, black, and a warm stone grey.
When it came to representing the ‘democratic’ side of Switch, we devised a logotype that incorporates the ‘=’ sign, signifying democracy and equality. Throughout the rest of the branding, we have paired Dinamo’s ABC Diatype with ABC Favorit mono to create a friendly and legible duo; balancing the brand’s warmth with tech-influence. This further extends to a bespoke series of icons. As a tech-focused brand, it was important to make the subject matter feel understandable. With this in mind, the icons (used for both static and animated communication purposes) are rounded and approachable, avoiding leaning too far into ‘tech’.
The Grid
Based on the battery symbol – evoking the idea of connection – we developed a grid pattern to be used as a flexible key asset throughout the visual identity. As a modular system, the lines and shapes can be used in a variety of ways to suit its intended output; from a static backdrop to a handy animated way-finding tool.
