Blink

Situation

ECOtality, a leader in clean electric transportation and storage technologies, partnered with Landor in 2010 to develop a consumer brand for its electric vehicle (EV) charging stations and network infrastructure.

ECOtality manages The EV Project and will oversee the installation of approximately 14,000 commercial and residential charging stations in 18 major cities and metropolitan areas in six states and the District of Columbia. Coinciding with the much-anticipated launch of the Nissan Leaf and Chevrolet Volt electric vehicles, The EV Project is seen by many as a significant step toward the successful rollout and adoption of EVs across America.

Solution

Together, Landor and ECOtality developed the brand idea “Simply smarter” and later the name “Blink” for the charging stations and infrastructure. Blink differentiates the brand from its competitors who have chosen more literal and descriptive names, such as ChargePoint and PosiCharge, for their charging stations. It speaks to the intuitive and intelligent nature of the product and personifies the brand as friendly and easy to use.

We also developed the logo and visual identity for Blink, capturing the ease of use and approachable nature of the brand through its simple, yet clever design. The black-and-white visual system and tone of voice also distinguish Blink as the confident and clear choice for EV users and as the new standard for the industry.

Success

Blink was launched with much success at the 2010 Plug-In Conference in San Jose, Calif., and made its way as planned into test market cities by late 2010. Blink continues to power on by expanding geographically, securing relationships with retail partners such as Best Buy and Macy’s, and by integrating new technological features such as Cisco's Home Energy Management solutions.