Image: Tesla
Is the new Cybertruck logo a missed opportunity in logo design?
As a graphic designer, I always look forward to seeing how brands visually represent their products – especially when that brand is Tesla.
The Cybertruck, with its angular, armoured shape and unmistakable "from the future" vibe, has been on my mind since its first unveiling. Recently, Tesla revealed the logo for this distinctive vehicle, and, to put it simply, I was a little disappointed.
When I first saw the Cybertruck logo, I couldn’t help but feel a sense of déjà vu. It reminded me a lot of Michael Jackson’s "Bad" album artwork from the late 1980s. The graffiti-like script, the erratic lines, the rebellious feel, it all felt like it belonged to another era, specifically one that’s not particularly known for automotive innovation. While "Bad" was iconic in its own right, it’s curious to see Tesla, a company often heralded as a beacon of the future lean on a visual language that feels decades out of step with the radical, forward-looking Cybertruck design.
Image: Tesla
The Cybertruck itself is unlike anything we’ve seen on the roads. It’s unapologetically angular, distinctively modern and confidently breaks every conventional design rule. It’s everything you expect from Elon Musk's promise to rethink how vehicles should look, feel and perform. The truck’s sharp, geometric panels and minimalist aesthetic challenge our notions of what a "truck" can be.
With a vehicle this daring, I imagined the logo would follow suit—something strong, bold, maybe even industrial in a modern way. A logo that matches the physical presence of the truck and exudes the same feeling of impenetrability and power. A design that, at a glance, communicates the core of what Cybertruck represents.
Instead, what we got was almost the antithesis of that. The logo looks more at home on a spray-painted garage door than on an innovative piece of engineering. The erratic strokes make it hard to read, and that goes against one of the fundamental principles of good logo design: instant recognisability and legability.
There’s a sense of rebellion in the logo, sure, but it doesn’t come across as refined or powerful. It lacks the deliberate, calculated edge that the truck has. Where the Cybertruck itself is angular, the logo is chaotic. Where the vehicle is precise, the logo seems haphazard. The contrast between the two is jarring, and not in a good way.
Imagine a logo that reflects the Cybertruck’s armour-like structure – sharp lines, bold weight, and modern, metallic precision. Something that echoes the unapologetically futuristic material design. A logo that mirrors the unmistakable silhouette of the truck itself – tough, almost impenetrable, and full of character.
Branding is about storytelling, and a logo is a key part of that narrative. It’s the first impression, the shorthand that people use to identify a product. In the case of Cybertruck, the vehicle tells a story of breaking boundaries and reimagining what’s possible. The logo, however, feels disconnected from that vision.
Tesla’s Cybertruck might still redefine the automotive landscape, but I can’t help but wonder how much stronger its impact could be if the logo truly reflected the truck’s essence. A futuristic vehicle needs a futuristic logo that’s bold, clear and unmistakable. A cohesive design approach that unites the look of the truck and its branding would create a powerful, lasting impression, one that’s instantly recognisable and speaks directly to the essence of the product.
Tesla’s Cybertruck is many things – polarising, disruptive, and undeniably bold. It’s a truck that turns heads, whether you love or hate its design. But the logo doesn’t match that energy for me. It feels like an attempt to capture rebellion without fully understanding the unique identity that the truck has carved out for itself.
Perhaps in time, the logo will grow on me. But for now, I see it as a missed opportunity to bring a cohesive, modern brand identity to one of the most unique vehicles of our time. And for a brand like Tesla, known for pushing the boundaries of what’s possible, that feels like a bit of a letdown.
Comments