Design agency SomeOne has added brand attributes to a wordmark originally designed by MetaDesign studio for Ionity, a brand dedicated to installing a network of electric charging points between European cities. Ionity is backed by major car manufacturers including BMW Group, Daimiler AG, Ford Motor Company, and others.
SomeOne created imaging for Ionity based on the patterns that birds use when they take advantage of thermal currents to fly great distances. Thermal currents are created when the sun heats the ground, which heats the air above it, creating a column of rising of hot air. Mapping how birds glide on this column created a shape called a helicoid, a spiral shape that is used throughout Ionity’s identity system.
SomeOne also added the image of a soaring bird at the top right corner of the original wordmark, further connecting with the metaphor of effortless travel.
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