How do you design a brand mark that captures a sense of freedom? How do you add a distinct character to a brand that is already thriving and widely loved? And how can a logo connect the entire user journey, from app to cable, from driveway to highway?

These were some of the questions we explored together with Clever as they set out to add greater distinctiveness to their brand universe, with a logo mark at the core of that ambition.

The result is a simple circular mark formed by five dots of varying sizes that come together to create a C. The mark works both as an agnostic representation of the many cable types used for EV charging and as an abstraction of Clever’s most familiar touchpoint, its charger map. With this new brand element, Clever unlocks a powerful tool that enables new touchpoints, a cohesive visual language, refined micro-interactions, and much more.

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