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Creating a dynamic identity for Cruise, the driverless car pioneer
Moving Brands is an independent global design studio creating the brands, products and experiences of tomorrow. Partnering with ambitious leaders and organisations, we deliver the world’s most impactful design.

Cruise

Creating a dynamic identity for a trailblazing driverless car company

A world-leading innovator in autonomous vehicle technologies, Cruise is on a bold mission to transform city life through all-electric, self-driving rideshare services—a mission backed by auto giants GM and Honda, and financial powerhouses such as Softbank and T. Rowe Price.

We partnered with Cruise to create a brand that embodies their ambition to revolutionise how we move around urban spaces — and, in doing so, improve the quality of life of city dwellers worldwide.

  • Brand Strategy
  • Naming
  • Brand Identity System
  • Motion Design
  • Digital Product Design
  • Brand Assets & Guidelines
  • Corporate Spaces
The logo in a 3D mesh.
The cruise textures in red and black.

Digital and physical experiences

Awareness-building called for a scalable brand system that could thrive across multiple digital and physical touchpoints, including the most critical: the vehicles themselves. We partnered with the Cruise team to design a car livery that brought the vibrant new identity to life on the streets of San Francisco, toolkits to make a splash in events and on social media, as well as signage, merchandise, and internal assets to build the brand from within the Cruise HQ.

A cruise car on a busy road.
A large out of home advertisement billboard featuring a statement

Launching Origin

We are especially proud of our work on the naming and launching of Origin, Cruise’s radically new purpose-built electric autonomous vehicle.

A simplistic mockup of the cruise homepage.
The statement
‘We have an identity that reflects who we are as a business and our aspirations for the future. An open and uplifting identity that is sculpted — built like the physical environment we operate in.’
Tom Raith
Director of Brand Design, Cruise

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