Fisker Automotive is an American automobile company famous for producing a luxury hybrid electric vehicle called the Fisker Karma. It was founded in 2007 by entrepreneurs Henrik Fisker and Bernhard Koehler. The brand did not last long, as it ceased operations due to the bankruptcy in 2012 of the battery supplier A123 Systems. In 2014, the company focused on the manufacture of components. In the same year, it was bought by the Chinese corporation Wanxiang Group, which manufactures parts, and renamed it Karma Automotive. But the founder of the trademark retained the Fisker name and logo, opening a new venture in 2016 called Fisker Inc. He also moved the headquarters from Anaheim to Los Angeles, California.
Meaning and History
This brand was created to produce a hybrid electric vehicle, becoming almost the pioneer of this direction in the automotive industry. He was one of the first to make such a luxury car, which debuted at the North American International Auto Show in 2008. The Fisker Karma began shipping in its third year in 2011. The company managed to produce about 2450 copies during its work, more than 2000 of which were successfully sold.
But then the enterprise began to experience interruptions in the supply of the main component – the charging battery since its manufacturer went bankrupt. This happened in 2012. Then the firm decided to engage in the design improvement of Karmas, producing spare parts and equipment for cars at its plant in Delaware.
Two years later, it was taken over by the Wanxiang Group, which renamed it Karma because the Chinese corporation bought the manufacturing sites and the rights to the car, but not the brand. His name and emblem remained with the founder – Henrik Fisker. Having closed one company, he almost immediately founded a second, retaining the same name and logo. At the same time, the new structure of Fisker Inc. is a completely different organization with no affiliation with Fisker Automotive.
The basis of the identity of the American company was the classic rondelle. It was around the logo with a clearly defined middle, a wide band around the edge, and a circular border. In the central part of the icon, there was a colored circle, divided into exactly two parts: the upper half was colored orange, the lower half – blue. Above them were two parallel silvery stripes, placed vertically. They started at the lower border of the badge and ended before reaching the edge of the orange area.
The middle was surrounded by a wide line of white and gray with a gradient transition. Above it was black lettering “Fisker” in block print with capital letters. The word was curved in an arch and had a wide array of symbols. At the edge was a double bezel: the inner border was dark silver with distinct highlights, the outer one looked like a thin black stripe.
Font and Colors of the Emblem
For the Fisker logo, the designer chose a sans-serif typeface close to the classic. It was a bold typeface with wide letters, which was especially evident in the “S,” “R,” and “E.” They were elongated and looked larger than usual.
The corporate palette consisted of three colors: orange, deep blue, and silver in several shades – from graphite to gray-glossy. They made the emblem energetic and dynamic.