MOTIONAL
A pioneering driverless technology brand, on a mission change how people move for the better, forever.
Driverless technology promises to profoundly change people’s lives: increased mobility, fewer traffic-related deaths, and a greener planet. But in the past year, there’s been a visible shift—from big predictions to cautious optimism. The market was ready for a new entrant–a proven guide to the future of mobility.
Aptiv and Hyundai Motor Group joined forces to accelerate the development and implementation of autonomous technology in robotaxis, fleets, and cars. They entered a crowded, fearful marketplace. Companies like Tesla or Google’s Waymo were plagued with delayed launches, contending with urban mobility’s complexity. After a series of delays and disasters, 71% of American didn’t trust self-driving cars. This company exists to resolve that distrust and change the conversation. With a budget of $1.4 million and 5 intense “sprints” across strategy, naming, and design, the Motional brand was born to rebuild the world’s confidence in driverless technology.
The Motional brand is about more than movement–it’s about emotion, the quality profoundly missing from this industry. It’s an entirely new kind of adjective that describes the sensibility at work here, a company that cares deeply about the people their innovation benefits.
The Motional visual identity is distinctly confident. The Motional icon is The Guide–a bold leader on the move ever-upward, pointing to a brighter future for mobility. The wordmark embodies Motional’s purpose. The legs of the M convey stability, and the link between the T and the I connects Technology to Individuals. Our purple demonstrates stature, with a touch or warmth to make it feel personal. It also combines Aptiv’s orange with Hyundai Motor Group’s blue, in a nod to the company’s origins.
In 2021, Fast Company names Motional one of the World's Most Innovative Companies.
We’ve positioned Motional as the company armed with the courage and expertise to address the industry’s critical roadblock: trust. Through their blunders, delays, and branding, their competitors have poisoned the public’s perceptions of self-driving cars as tech-first, people-last. Motional is turning that upside down by committing to people, to confidence in the future of mobility, and advancing the technology for everyone.