QEV Technologies has demonstrated its electric automotive expertise since day one. With their accumulated knowledge in competition, these specialists were ready to launch a brand of electric vehicles for fleets covering all road logistics needs. The real challenge for Morillas was that this new QEV Technologies brand needed to be flexible enough to encompass eight different vehicles that fulfil specific roles from the first to the last mile. The brand was not intended to be just a product – the vehicle – but also to represent the transformation and electrification of entire fleets with a range of vehicles that cover all needs. Zeroid is the result of an exhaustive naming exploration process that combines simplicity and innovation. A true piece of creative engineering with an accessible meaning: zero emissions achieved by an electric motor with an -id ending to link it with technology and fluidity. We also developed Zeroid’s visual language, brand symbol and a complete typographic family, the Zeroid Sans, inspired by electricity imagery, creating a parallelism between the vehicles’ wiring system and the roads taken by them. Inspired by the curves of vehicle charger cable, Zeroid’s Z creates a unique and distinctive gesture, bringing friendlier high-tech codes to automotive branding. In the same vein, the E in the brand is also reinterpreted as three bars symbolizing the battery charge of an electric vehicle. Finally, the electric blue connects with the parent brand and conveys reliability and endurance, a key driver for commercial vehicles.