At the Paris Motor Show 16, Mercedes launched a fully-electrical brand: EQ. Our task was to create a campaign that embodied this turning point.

EQ flips the switch to a new generation of mobility - from combustion engines to electrical engines. So we created a logo that follows the same principle.  Just turn the letter “Q” 120° counter clockwise and you have the universally recognized power symbol. 

The logo became the key element of the international launch campaign. From social media to print and digital billboards it told the world: EQ is here to stay.