Slate Automotive is an American EV startup developing electric vehicles. It was founded in 2022, and operated in stealth mode until it revealed its first car —the Slate Truck on April 24, 2025 which stunned the internet with its entry price of $20k and vast modularity/customizability. I’ve crafted a new logo and subtle brand identity refresh drawing inspiration from their name and visual identity.

I aimed to create a distinctive logomark for the brand that contrasts with their existing wordmark. Drawing inspiration from the brand’s established graphic elements, I incorporated the recurring square motif and integrated it with the letter S from the brand name. This synthesis resulted in a refined lettermark designed to elevate the brand’s visual identity and broaden its applications across diverse touchpoints.

I also redesigned the secondary logomarks by reimagining the recurring square motif and integrating it into a visually striking and functional manner. Below are the before-and-after comparisons, highlighting the evolution of the graphic concept.

I implemented the refreshed logomarks across various touchpoints and expanded the color palette, drawing inspiration from the Slate Truck’s versatile customizability to create a cohesive yet adaptable visual ecosystem.

Finally, this micro case study reflects my interpretation of the brand as an external observer.

Any potential misinterpretations are unintentional, as this project was a personal creative exploration.

All media files in this post requires consent for use or distribution. © Studio Qudu 2025. All rights reserved