The racing line
Skillfully 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.
We worked closely with their people to create a distinctive brand capable of reflecting the new front runner in the elite road car bracket. Our consultations went deep into the potential audiences for the brand, the proposed design details and how the right brand would be important to realising their lofty ambitions.
Further investigations inspired our brand design strategy, with the main body of the marque taking its symbolism from the unique cross shaped feature that is their rear tail light, and the La Source hairpin from the Spa-Francorchamps Circuit – a Mecca for motor racing enthusiasts worldwide.
Our brand story of ‘The Racing Line’ personifies the optimal path around a track.
The electric range gets almost full power in less than 15 minutes
The design embodies the goal for Apex drivers to feel that they lead from the front.
Electric Vehicles market unit sales are expected to reach 637.1K vehicles in 2027.
Our brand design strategy, with the main body of the marque taking its symbolism from the unique cross shaped feature.
The design? You will have your own take on it, but it’s certainly distinctive. The worlds of F1 and Le Mans have been tapped.