Chevrolet Motion Principles Case Study
Chevrolet is powered by motion
We developed the new motion principles for Chevrolet’s new electric vehicles (EVs).
Considering Chevrolet as "at a crossroads," we wanted to push the brand forward into the future. The EV design focus is to "Find New Roads". We utilized minimalistic shapes, light, color, negative space, and clean typography to create seamless and beautiful motion design, reflective of the brand’s further movement into clean energy.
We used the negative space inside the Chevrolet logo to extract and find shapes that connect back to the brand’s “Find New Roads” messaging. With these shapes, we created two different motion principles that were later married together in the logo and transition animations.
Click on the above animation for a closer look.
Motion principle 1 - “Finding New Cross Roads”
Crossing these two newfound roads gives the feeling of unity and togetherness. Each “road” speed in the animation (starts fast, ends slowly) indicates acceleration and deceleration, which signify power and safety, respectively.
Motion principle 2 - “The Dynamic Road/Rhombus”
We developed transition animations by taking the horizontal road/rhombus from the previous animations and making it super dynamic. The road can stretch and multiply to form new roads, speaking to the company’s core “Find New Roads” branding.
The marriage of two motion principles
We combined the “Finding New Crossroads” and “The Dynamic Road/Rhombus” motion principles to produce the overarching motion branding system, as seen in the logo, end card, and transition animations below.
Logo animations:
Start and End Cards:
Transitions:
