Beyond the Frame

Studebaker Motors, a former American automotive company established in 1852, has made a triumphant return to the industry after over 114 years. The rebranding project began with a comprehensive study of the Studebaker brand all while keeping in mind to preserve its heritage and history. The new brand identity centers around a sharp blue primary color, symbolizing the forward-thinking and environmentally innovative nature of the brand.

"Niko’s restraint in reimagining the Studebaker logo proved to be very powerful. The simplified curved mark serves as an homage to the original logo, while bringing it up to speed with modern times. The logotype is clean, sophisticated, and has a slight tech feel, which successfully showcases how Studebaker could position themselves as a leader in the electric vehicle industry."

- Rachel Rothberg (MWM Partner, Design Director)