ECOtality, a leader in clean electric transportation and storage technologies, needed to develop a consumer brand for its electric vehicle (EV) charging stations and network infrastructure.

Together, Landor and ECOtality developed the brand idea 'Simply Smarter', and later the name 'Blink' for the charging stations and infrastructure. This differentiated approach speaks to the intuitive and intelligent nature of the product, and personifies the brand as friendly and easy to use.

The logo and visual identity system capture the ease of use and approachable nature of the brand through its simple, yet clever design. The visual system clearly and literally communicates the 'energy in black and white' idea, and distinguishes Blink as the confident and clear choice for EV users, and as the new standard for the industry. Blink made its way as planned into test market cities by late 2010. Blink continues to power on by expanding geographically, securing relationships with retail partners like Best Buy, and by integrating new technological features such as Cisco’s Home Energy Management solutions.