We developed the holistic brand strategy, identity, brand expression and online presence for the new Autonomous Driving player: Zenuity.
A company forged by Volvo Cars and Veoneer joining forces.

The Background
 It is not everyday that a new company within Autonomous Driving is born. The product requires infrastructure, numbers, the best brains available and some serious trail-blazing ambition.
We have been lucky enough to embark on a branding journey with a company of this magnitude upon its genesis. Zenuity is the joint venture of Volvo Cars and Veoneer, a company that started up with 150 employees and 3 offices in Gothenburg /Sweden, Bavaria/Germany and Michigan/USA and has grown to 650 staff and two more offices in Santa Clara/California and Shanghai/China by 2019.
With such a sturdy background, Zenuity positions itself as an independent supplier of autonomous driving systems to the OEMs of the world. Aiming to be the forerunner of the long voyage required to make autonomous driving an integrated reality inclusive of everyone, the company sought to have a brand story comparable to its ambition.
Uncloudy & Co was assigned to create brand storytelling, brand identity and essential brand building blocks like guidelines, website, motion assets and testimonial films.
The challenge

We had to take into consideration the board’s vision of the brand, carefully distill the business promise and marketing goals, in order to form a brief. The Zenuity identity should fuse traits of a high-end software brand and the robustness of a reliable partner to the automotive manufacturers of the world. How do we create an identity independent of the holding companies, but bold about its proven automotive heritage? And at the same time, mold the presence of an attractive employer?

The starting point
Autonomous Driving is in its incunabula. It advances rapidly, but is still far away from being an everyday reality. We took off by defining a vision for Zenuity. We brainstormed around how we want to see and feel the product itself. We strived to circumvent its highly technical nature, and unearth the core values and benefits of such a technology for the future, the nature of driving, and society as a whole.
The company tagline “make it real” expresses that. We treated the phrase as a stand-alone component with display value, and at the same time we elevated it to become organic component of the logotype itself.
The elaboration
The name is an alliteration of the words “Zen” and “ingenuity”. For the logotype, we decided to create a solid wordmark / symbol combination. Both ingredients aim to be firm as free standing elements, but also work harmoniously with each other.
The Zenuity symbol, was designed after a long journey of explorations. Its form is derived from the shape of two “Z”s facing each another. Together they form a system of winding roads and a shape which resembles the infinity symbol at the same time.
Zenuity is a futuristic company in Autonomous Driving which stands for endless possibilities within the field. We took the idea further thinking about how to embedd the concept of endless potential in the execution of the design. We decided to add an undertone of mathematics to the mix.
When we chiseled the three dimensional version of the logo, we incorporated a “Möbius strip”-type surface to the mix, in order to convey the notion of the least possible amount of boundaries.




Typography & Colour Profile

We created a typographic system which is premium and easy to use. By keeping it simple, we minimised the risks of misuse and sloppiness at this early stage. The colour scheme is based on night visions of open highways. We selected a medium aquamarine and a salmon pink shade to be central to the corporate palette, inspired by the impressions of speeding car lights that can be captured on a camera lense late at night.

The website

The website is a central joint of the Zenuity presence. Its purpose is to nurture the company’s image for the OEMs and the potential recruits but also, act as a mirror of Zenuity’s vision for the general public. We designed a simple but premium light-weight web presence having in mind the amounts of content that will soon be pushed out and how to keep the information lean and attractive.

You can exprerience the Zenuity website live here: