Olinia: Branding a National Symbol
The President of Mexico, Claudia Sheinbaum, unveils Olinia's emblem, the first Mexican electric vehicle manufacturer.
Team
Tania, Lulo, Fabian, Sarah
Industry
Automotive
Year
2025
Services
Storytelling, Brand Identity & Visual System
In design, few opportunities are as challenging and meaningful as crafting an identity from scratch, especially when the assignment is to give a face and soul to an initiative destined to become a symbol of national transformation. This was the starting point for Olinia, the first electric mini-vehicle manufacturer conceived, designed, and developed in Mexico.
For Shortcut, the challenge transcended the design of a simple logo. We were entrusted with forging a visual and narrative language that could articulate this ambition: a brand that felt simultaneously deeply Mexican and universally relevant, technologically advanced and humanly relatable.
A brand that would not only sell vehicles but also inspire pride, trust, and a sense of belonging.
This time, no shortcuts.
A Story of Modern Mexican Identity
From Nahuatl Word to Isotype: Sound and Form
The Search for the Brand's Soul
Alebrijes from the Jacobo & María Angeles Workshop, Oaxaca.
The Alebrije Hare: A Symbol of Resourcefulness, Agility, and Resilience
A Brand Designed to Move Mexico
Olinia's identity is much more than an aesthetic exercise. It is a strategic tool designed to build trust, inspire pride, and communicate a vision. It is a visual system that resolves the complexity of speaking to diverse audiences while maintaining a coherent and powerful essence.
This is a brand designed to be a seal of quality, an icon of ingenuity, and a constant reminder that what is made in Mexico is well designed.
