Lucid

(Atieva)

Problem.

With more than 25,000 automotive trademarks in the U.S. alone, developing a name for a new car is a big challenge. Atieva asked us to create something fitting a company building an electric luxury vehicle with the mission to “amaze customers through outstanding performance, beauty, space, and intelligence.” The team also set a unique objective for the name: “We don’t want it to sound like a car.”

Solution.

Lucid gives a sense of innovation and intelligence, which is what Atieva is all about. Applying our linguistic research on sound symbolism and proprietary software, Lexicon generated several hundred solutions based on comfortable, smooth, and seamless sounds. Lucid, a real English word (and an adjective, unusual for a car name), conveys intelligence and awareness. The name’s sound indirectly communicates efficiency and the quiet sanctuary drivers experience. It certainly does not sound like a car name.