Greenlane

Brand identity, Brand Strategy

Agency: Lippincott
Design lead: Rodney Abbot, James Atkins
Designer: Charlotte Sunnen, Ji Leem

Creating a strong recognizable beacon for a nationwide commercial trucking public fast-charging network

Greenlane is a $675 million joint venture formed by three major partners—Daimler, BlackRock, and NextEra Energy—committed to shaping the future of American infrastructure.

Developing the essential EV infrastructure for commercial trucking is a national priority, but it's also a significant challenge, especially when it comes to securing adoption by fleet owners and drivers.

Drivers needed to feel confident about the future, knowing that the business and its infrastructure would reliably and predictably lead them to their destination. The logo, functioning as a beacon, evolves into various forms that serve as distinct markers throughout the station experience. These guide drivers on their journey and clearly signal Greenlane's "road ahead," both indoors and outdoors. The design combines a circle, representing "green," with a rectangle symbolizing "lane," while also evoking a top-down view of a truck, adding depth and versatility to its interpretation.

The result of our collaboration with Greenlane is a brand driven by optimism and confidence in a brighter future—one that encompasses a trucking industry in continuous evolution, with more female drivers, individuals seeking healthier lifestyles, and a growing shift toward renewable energy use.