General Motors is kicking off a new marketing campaign using the mothership brand. The new campaign, entitled ‘Everybody In’ aims to increase electric vehicle awareness and adoption. Additionally, the campaign includes a compete redesign of the iconic GM logo.
“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,” said Deborah Wahl, GM global chief marketing officer. “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.”
Campaign creative puts a strong focus on GM’s Ultium electric vehicle battery system. In fact, the battery is a centerpiece in a new brand anthem video. Ultium is the foundational element for GM’s upcoming portfolio of 30 battery-electric vehicles, starting the 2022 GMC Hummer EV and Cadillac Lyriq.
Along with Ultium, GM is ushering in a host of influencers into the campaign. These 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. Each influencer appears in the new brand anthem video.
Accompanying the new campaign is a redesigned GM logo. The symbol of America’s industrial might has been updated to reflect a more inclusive, electrified future.
Designed by GM designers, the new mark has rounded edges, lowercase ‘g’ and ‘m’ to appear more modern. The font has also been updated with something more relevant for the era, while a blue gradient is intended to represent a clear blue sky. Additionally, the ‘m’ is arranged to appear like an electric plug.
The GM logo has been updated only five times throughout the company’s 113 year history. As GM embarks on a radical transformation into an electric vehicle manufacturer, it does seem fitting that the company take on a new look.