Cadillac
Energizing the future of an American icon
How can design drive the all-electric endeavor?
What we did
Industries
There are few brands as iconic as Cadillac. The Cadillac crest and the cars that bear it have been globally recognized as a symbol of personal achievement for over a hundred years.
But Cadillac faced new challenges that prompted a re-evaluation of its existing brand identity: electrification was revolutionizing the Cadillac lineup; global market expansion would demand a cohesive system and a variety of expressive possibilities; and the brand’s next generation of drivers had greatly shifted its attitude towards luxury and mobility.
So Mother Design was asked to help the legendary brand reclaim its iconic stature. We asked: what might it look and feel like to be an innovative, American, luxury automotive brand in 2021—and beyond?
The Standard of the World
Cadillac has been setting the standard of American luxury for over a century. Among the first automotive brands in the world (founded in 1902; purchased by GM in 1909), Cadillac laid the foundation for mass production of automobiles with the introduction of completely interchangeable precision parts.
Of its groundbreaking innovations, some of the most notable include full electrical systems, the clashless manual transmission, and the steel roof. Cadillac’s V8 engine—one of three engines developed by the brand—set the standard for the American automotive industry.
In 1908, Cadillac became the first U.S. automaker to win the prestigious Dewar Trophy, earning the brand’s slogan, “The Standard of the World.” By the 1920s, owning a Cadillac was a mark of personal success.
In Postwar America, Cadillac thrived. The brand gained renown for elements of vehicle design that came to be synonymous with American automobiles of the 40s and 50s—tail fins, wraparound windshields, chrome, opulent interiors—and the 60s and 70s saw new heights of luxury, with power steering, automatic transmission, and heater-air conditioning systems.
Cadillac’s winning combination of style, quality, luxury, and innovation forever cemented the brand as a cultural and historical icon.
But times changed, and challenges arose. And although Cadillac regained some of its former cultural relevance early in the new millennium, it had yet to secure the long-term brand momentum needed to confidently navigate both the electric-vehicle revolution and the generational redefinition of luxury.
So, when the brand announced their commitment to an all-electric future, Mother Design was brought on to channel its storied sophistication, boldness, and optimism into a forward-looking visual identity that would ultimately help reclaim Cadillac’s stature as premier luxury innovator and Standard of the World.
The Identity
Revolution in the automotive industry could only mean a new visual chapter in the book of the legendary brand.
So Mother Design created a system combining the electric energy of Cadillac’s future with new takes on the swagger, futurism, and sense of occasion that have been core to the brand since its inception.
Most notably, the visual system features a new, streamlined Cadillac Crest. Inspired by the family crest of Antoine de la Mothe Cadillac (the founder of the city of Detroit), the Cadillac Crest has seen multiple iterations over the brand’s history. Mother Design modernized the crest, simplifying it to scale seamlessly in modern media and mirror the illuminated crest on Cadillac's newest vehicles.
Preserving the meticulous attention to detail and jewel-like craft that has always defined both the logo and the vehicles themselves, the 2-D Crest modernizes the past and casts light on the future of the brand.
For the wordmark, we partnered with Colophon Foundry to create Cadillac Gothic, a new, bespoke type family inspired by the iconic width, scale, and presence of Cadillac design.
The Cadillac colors that have been a part of the brand story for over a century were drawn out of the crest and imbued throughout the wider identity.
We refreshed the blue, red, and gold palette in both flat and gradient forms to introduce unique energy, create moments of impact and interest, and divide and emphasize content across the brand experience.
The Precision Pattern is inspired by physical elements manifested both in vehicle design and architecture. Incorporated as a graphic element in the visual identity, it expands the spirit of the new Cadillac Crest onto an infinite canvas.
Art Direction
Bold Optimism
We bring a bold optimism to vehicle photography, particularly by bringing color to the environments in which we shoot vehicles. By emphasizing tonalities that mimic the brand colors, we create visuals that are impactful and rich. The elegantly minimalistic environments help paint and visualize the dream of being in a Cadillac.
Breaking out of the conventional grey car photography, we lead with ethereal evening shots of vehicles—open landscapes with hints of natural elements, washed in a hyperreal color palette. Cars are enveloped in these colors and reflect the landscape off their exteriors.
The almost surreal quality of these environments lends itself to loftier, less specific narratives that allow our viewers to dream. They transport us to familiar, and yet unfamiliar, futuristic lands.
Detail shots show off the precision and bold angles of Cadillac design. The use of soft foreground and backgrounds gives a sense of humanity and intimacy.
Tripadvisor
Refreshing a globally recognized travel icon
