Electrical vehicles become more affordable with every year, so more and more people opt out for the new transportation. At Brama Branding we were approached with a task to develop a brand from scratch, including name, brand platform and visual identity, for a new network of charging stations.
There are around 10,000 electric vehicles in Belarus, and it is expected this number will be 10 times bigger in near future. The infrastructure is growing, too. The oldest network consists of more than 600 charging points under the brand Malanka (it is “lightning” in the Belarusian language), and their priority is fast and superfast stations with DC power.
The new brand is launched by the national telecommunication operator Beltelecom who is using their own available electrical capacities to develop a network of Mode 3 / Type 2 AC charging stations. Since it takes a couple of hours to fully charge the battery with AC power, the strategy is to locate charging points near office buildings and residential complexes – in places where people spend lots of time.
Evika! name plays around the category abbreviation (EV), as well as communicates the joy of discovery (Eureka!) and the evolution of city life: it is smart to use for charging the time you spend at work or at home enjoying your leisure. Comfort is quite an advantage here: AC stations are safer and simpler to use, and every Evika! point is equipped with a video camera.
Evika! logo is charged with energy. The italic conveys forward-thinking nature of the brand while the curve in the EV icon is a metaphoric depiction of an electric impulse.
The visual identity is built using the cropped elements of the icon, its characteristic curves and shapes. The choice of the palette implies the brand’s interest in innovative and green technologies, and the colors are not just bright – they are “electric”.
