The world remembers 2009 because of the Great Recession and the endless bankruptcy stories that were making the rounds. The American automotive industry suffered an especially severe setback, and both General Motors and Chrysler were facing liquidation. In the end, the federal bailout saved the two giants together with 1.5 million Americans jobs. However, the bailout also boosted the deficit and recklessly used taxpayer dollars to save corporations and line the pockets of CEOs. All the while, American families were struggling to keep a roof over their head.
“As of the end of 2009, 7 million Americans had lost their jobs and 3.7 million homes had been foreclosed upon since the beginning of the recession. U.S. household net worth has contracted nearly 20 percent since the middle of 2008 – an epic $12 trillion,” says Jones Day.
In this dire economic situation, when most companies were struggling to stay afloat, an American EV manufacturer and automotive technology company debuted on the market. Entrepreneur and engineer, Robert "RJ" Scaringe founded Mainstream Motors. He later renamed the company Avera Automotive, and in 2011, it finally got the name Rivian Automotive. Right from the get-go, Scaringe envisioned his company creating EVs and autonomous vehicles. Additionally, Scaringe unveiled the R1 mid-engine hybrid coupe not long after establishing Rivian. Fast-forward to 2022 and Rivian features in TIME's List of 100 Most Influential Companies of the year 2022. It goes without saying that during the previous 13 years, the company has grown remarkably fast.
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The History Of The Rivian Logo
Political science scholars will remember 2011 as the year of the Arab Spring. Meanwhile, gearheads will also recall 2011 for the terrifying tsunami that followed a 9.0-magnitude earthquake that struck Japan. Those who are old enough to remember the tragic event know 16,000 people lost their lives. The sad incident also caused significant harm to the Japanese auto industry. “The Japanese auto industry saw some 500 suppliers’ and a handful of OEMs’ production facilities incur serious damage, forcing much of the industry to shut down operations for nearly a month,” says Wardsauto.
And as the world underwent monumental changes, Rivian unveiled its first logo in the US. The original insignia was a round badge divided in distinctive parts, with each having a different color. The word mark was at the bottom in thin sans-serif letters that seemed almost unfinished. For example, the letter "A" didn’t have the horizontal line, while the letter "N" seemed created from two "Vs". Without a doubt, this was an edgy, modern look. Also, worth noting, inside the silver circle graphic designers added two other shapes – one in blue and one in green. The best feature of the logo is the metallic side, which makes the badge look sophisticated and elegant.
In 2018, Rivian’s design team unveiled a new badge. The new direction was in antagonism to the original one. Instead of rounded shapes, Rivian selected a rhombus. And the company replaced the distinctive pastel colors and elegant silver with a monochromatic look. Furthermore, they placed the word mark under the badge, not inside the emblem. Meanwhile, the sans-serif letters were less stylized. At first glance, this logo appears more appropriate for a tech company than an automaker, but it's likely that the management of Rivian intended to convey that they are a tech company rather than a vehicle manufacturer.
In recent years, several high-profile companies have selected to revamp their visual identity and have embraced black logos, so Rivian is hardly the only one moving in this direction. “Black is the third most used color in logos these days, and it adds a sense of elegance and grace to the brand. The use of black color in a logo symbolizes purity, strength, dominance, and elegance of their products,” says Marketing Mind.
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This Is The Real Meaning Behind The Rivian Logo
Rivian is a young company founded less than 20 years ago. Because of this, it is not surprising that the company’s visual identity underwent very minor revisions and stayed similar to its original design. Just like its rival, Tesla, Rivian has selected to emphasize continuity, and the principle of perception. Both brands favor minimalism and nearly static patterns over complex designs. Also, both emblems engage the audience and let them guess the values of the company.
As for the Rivian logo, the current version has two distinctive parts – the woodwork and the tilted, interrupted squares, which tend to intrigue people. According to Logo my Way, the graphic designer positioned the smaller square inside the larger one, “while enhancing their personality with four arrows.”
“Artistically, the arrows are in two divisions – outer and inner. The outer arrows symbolize innovation and adventure,” says Logo my Way. “While the inner arrows represent the brand’s aim – to be inspiring and inviting to all. Often, you’ll find the company’s inscription following the iconic emblem.”
Sources: Jones Day, Logo my Way, Wardsauto, and Marketing Mind
