Togg
Togg is a major new technology company founded in Turkey. A joint venture between five of the country’s most important industrial and technology players, Togg will skip combustion-engine technology entirely, creating a transformative electric, digital ecosystem in which further mobility applications will be built. The first major Togg product will be electric vehicles (five models currently projected), which will be sold in Europe, Turkey, and the Near East. With a starting fixed investment of over $3.21 billion, the Gebze-based factory will start production in 2022 with an annual capacity of 175,000 units.
Togg’s motivating idea is to “Spark Emotion”—people and their needs will drive the innovation it plans to foster. The company’s mission is to create an irresistible product and user-experience, thereby accelerating a seamless consumer and infrastructure transition to electric energy. For a company with a foot in both transportation and tech, the identity had to be appropriate to both worlds.
The strategy was to create an identifying symbol for this transformational technology company as an intersection, with mobility and connectedness for the user at its heart. Two arrows come together to suggest the fusing of East and West, forming at the core a revealed square on its point. The overall diamond form balances strength with elegance, and the aqua color suggests the coastal waters of Turkey.
The Togg symbol is extraordinarily simple in its geometry, yet broad enough in its appeal to identify a growing company with a wide array of products and services. The design is appropriate to an automotive innovator, while standing out as a singular icon among its competitors in the space. The friendly, modern wordmark with its round letterforms contrasts with and complements the sharp-cornered symbol. The initial capital helps promote the pronunciation of Togg as a name rather than an acronym.
