GM pushes EV campaign with ‘Everybody In’ global campaign
US automotive company General Motors is showing its efforts for the public to use electric vehicles (EVs) through its first initiative for 2021.
Dubbed as “Everybody In”, the campaign is GM's call to action following their move to evolve their brand identity revolving around three zeros—zero crashes, zero emissions and zero congestion.
GM global chief marketing officer Deborah Wahl noted their latest move is to showcase their capability of creating EVs as an automotive brand.
“There are moments in history when everything changes. Inflection points. We believe such a point is upon us for the mass adoption of electric vehicles,” Wahl was quoted as saying. “Unlike ever before, we have the solutions, capability, technology and scale to put everyone in an EV. Our new brand identity and campaign are designed to reflect this.”
GM’s “Everybody In” campaign focuses on three aspects, such as:
- 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.
Based on GM's statement, Ultium will be the foundation for GM’s next-generation EV lineup. This would be used to power their lineup—from mass-market to high-performance vehicles, including the GMC HUMMER EV and Cadillac LYRIQ.
On paper, the Ultium platform can go up to 450 miles on a full charge, and is capable of reaching 0-60 miles-per- hour as fast as three seconds.
“GM has the talent, technology and ambition to advance a safer world for all, help reduce emissions and accelerate toward our all-electric future,” Wahl claimed. “‘Everybody In’ demonstrates our intent to lead, while inviting others – policymakers, partners, individuals – to play an active role in moving society forward, whether that’s helping to expand infrastructure, advocating for progress in their communities, or simply taking an EV for a test drive to learn about the benefits of EV ownership.”
New logo, brand identity
Further, GM has also created a revitalized brand identity designed for a digital-first environment. The new logo builds on a strong heritage while bringing a more modern and vibrant look to GM’s familiar blue square.
According to them, the latest brand identity extends to technology brands including Ultium. 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.
The new GM logo features a color gradient of vibrant blue tones, evoking the clean skies of a zero-emissions future and the energy of the Ultium platform. The 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.
Photos by General Motors