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Aspiring to become the new front runner in the elite road car bracket, Apex is balancing the need for power and sustainability within exclusive supercars that give their customers the feel of a genuine racing experience and the chance to drive like a professional.

Following an intensive international consultation process, Underscore developed an identity design style and brand story that reflected the details of the car and the ambitions of its creators. Our brand story of ‘The Racing Line’ personifies the optimal path around a track and embodies Apex’s sporting credentials, its competitive edge and its aspirations to lead from the front. To drive an Apex car is to be a leader, and the racing line is the route that our customers take through life itself. This line of messaging formed the backbone of the brand narrative and from there we evolved our brand identity.

The logo marque was inspired by ‘The Racing Line’ and uses parallels from the famous La Source hairpin from the Spa-Francorchamps Circuit –
a mecca of racing to form the tip, with the main body of the marque taking it’s symbolism from the unique cross shaped feature that is their rear tail light.

The racing line identity symbolises their intersection of quality, style and performance. Skilfully blending artistry, expert knowledge and cutting edge technology, Apex prides itself on being the new front runner in the elite road car bracket, balancing the need for sustainability with the feel of a genuine racing experience.

Because Apex are creating cars with the power to be worshipped both as individual works of art and the undisputed kings of the road, Underscore then created a bespoke typeface for the logo marque, developing something truly unique to the Apex brand that resembled the powerful and dynamic nature of the cars and their aerodynamic aesthetic. As well as the overarching story, a flexible messaging system was created to allow the brand to talk compellingly to their various audiences and the formal launch of this branding project saw the AP-1 unveiled at an exclusive event in the Ritz Carlton hotel in Hong Kong.

The super fast electric AP-0 was then supposed to be unveiled at the postponed Geneva Motor show so they instead held a virtual and press launch in East London.

Following this event, we were honoured to be featured within the world’s greatest car website, Top Gear, where we received a glowing review for the design of the Apex Motors logo, highlighting how the distinctive logo style reflects the details of the car by saying “My favourite view is around the back; notice how the horizontal light bar is intersected by a vertical light into the diffuser, thus forming the company’s logo – clever.