INEOS Automotive | Visual Identity
INEOS Automotive needed a comprehensive new global identity to launch alongside an international brand campaign for the INEOS Grenadier. More than a visual refresh, we repositioned the brand from a purely automotive manufacturer to an adventure lifestyle brand, built around the new platform "Built For More." Rolled out across every touchpoint in key markets including Europe, the USA, and China, the new identity captures the sense of possibility and exploration that comes with getting behind the wheel, transforming INEOS Automotive into a brand that celebrates adventure as much as engineering.
The design system reflects the precision engineering of the car build with the more visceral and emotive feeling the driving an INEOS Grenadier. A custom typeface ‘Formula 4X4’ has been created to reflect the rugged build quality of the car informed by the machined, embossed and round-edged details of the vehicle, in particular the embossed logo on the bonnet. ‘Formula 4x4’ also includes stylistic alternatives and bespoke glyphs that relate to the precision detailing and product features of the vehicle.
The INEOS Automotive logo is brought to life through motion informed by off-road terrain and a more immersive driving experience. Motion principles for the brand look to build this feeling across all touchpoints, combined with a sense meticulous engineered precision.
A custom set of icons and badges have also been created to visually express the vehicle’s product features and capabilities, used across the global brand, from technical information on brochures and the website, to comms and advertising.
