Let’s Drive.

Maximize Your Day.

Maven was General Motor’s fully connected and seamless car sharing experience that provided access to vehicles for short term rentals through an app. The service launched in 2016 and operated in several cities across North America for four years. During my time at GM, I was asked by the Brand Identity Studio to work on a rebrand of the Maven logo. Ultimately a new logo was never selected for the brand.

    • Designer: Liz Wilkins

    • Manager: Anne-Marie Laverge-Webb

    • Maven Marketing

    • General Motors

    • Logo & Identity

    • Brand Strategy

    • Packaging & Collateral

The Concept

The smart and seamless way to connect with the people, places and moments that matter to you.

The logomark draws much inspiration from the original “A” in the Maven logo. I rounded the edges to correspond with the logotype and as a result, the intersection at the top of the mark mimics the iconic map pin which is appropriate for the car sharing service which relies heavily on maps and exact location.

Type & Color

I refined the logotype and proposed a modified version of Gotham Rounded. The technical letter goes from friendly to high tech which demonstrates the brand values well, while giving the logo more personality at the same time. The approachable forms would attract potential customers and convey ease of use with the app service. The minimal lines mimic architectural features like the signs on buildings in a city.

This logo was created and developed during my time at General Motors.