Design is more than visual appearance, it's about function, sustainability and creating something that lasts. As Vidde pushes the boundaries of what the future holds for electric terrain vehicles, every part is important.
One of the elements that was carefully curated in the early phases of Vidde was the colours. And with the recent recognitions at the German Design Awards we wanted to share some insight into the work behind the Vidde colours. The question we ask is, how can you set brand colours that are both timeless, unique and become the identifier of the brand?
Our way of working is to bring on experts to the team to make the best possible outcome for our projects. We therefore brought in colour designer, Judith van Vliet from The Color Authority, and together we explored a range of directions to define the mix of colours that became Vidde.👇
The challenge: a color identity that lasts
"Color is more than just visual appeal, it influences perception, usability, and even longevity," Judith explains. "At Vidde, the choice of color is directly tied to function and sustainability. It's not just picking shades, but thinking about durability, material compatibility, and how color interacts with extreme winter environments."
The product and design ideas are rooted in sustainability, both in terms of aesthetics and functionality. When approaching the color strategy, the challenge was to develop a mix of colors that:
- Stands out without just following trends
- Reflects Vidde while maintaining strong product recognition
- Communicates circularity, less interference with nature and timelessness
- Connect to our emotions and stays strong, relevant and enjoyable over time
According to Judith, "Color is one of the most powerful tools in design, and for Vidde, it was crucial to find a balance between bold identity and lasting relevance. We wanted to ensure that these colors wouldn’t just look good today, but that they would still meet the purpose and user over time".
The mix of colors was developed to stand the test of time, both aesthetically and physically.
The solution: a palette rooted in nature and performance
The design is deeply connected to the environment. "The color choices reflect a balance between blending into nature and standing out when needed. There’s a good mix between timeless tones and strategic accents that gives both safety and identity," Judith notes.
With inspiration from the Nordic landscape, Vidde’s colors give elements of ice, rock, and forest. But beyond this, there’s a practical aspect, specific hues and finishes are chosen to complement the durability and recyclability of materials, ensuring they’re preserved throughout their lifecycle. And of course, the aspect of safety. If needed you need to be easy to find out in the white winter environment.
🌟 Designing for the future
A crucial challenge in sustainable vehicle design is ensuring a product remains relevant over time. "Vidde’s approach is forward-thinking. Instead of following trends, the colors are designed to endure, both in terms of style and material longevity. This is key to a lasting product identity, where the goal is to maximize a product’s lifecycle," Judith says.
This mindset goes beyond color, every design choice at Vidde is guided by sustainability, reuse, and performance. As we continue to redefine the future of electric terrain vehicles, color remains a vital part of the equation, ensuring that sustainability and desirability go hand in hand.
🌟 A strong connection to nature
The foundation of the colors is a crisp, clean white, symbolizing the snowy landscapes where our snowmobiles operate. This minimalist approach takes away excess, aligning with the philosophy, keeping only what is necessary and refining every detail.
"White is more than just a neutral base; It represents the purity of snow but is also a statement of clarity and precision," says van Vliet. The subtle grayish-green adds depth and association to natural elements like forests and mountain terrain. This to show the vehicles don’t just exist in nature but belong there. "Green tones connect us to the environment in a very instinctive way," van Vliet explains.
🌟 Functional accents with orange
To provide contrast and highlight key design features, a bold orange was introduced. This serves a functional purpose, drawing attention to essential components, ensuring usability, and enhancing safety. Orange, often associated with energy and adventure, also ties into the experience of riding a Vidde snowmobile across challenging landscapes.
"We needed a color that adds vibrancy without overwhelming the design," van Vliet notes. "Orange is energetic, visible in winter conditions, and carries an emotional charge that enhances the overall experience."
A timeless identity
The result? Colors that are subtle yet distinct, modern yet connected to nature, and most importantly, designed to last. This approach to design proves that sustainability and aesthetics are not opposing each other but rather parts of the same vision.
“We weren’t sure that we needed the colour project but seeing the result we only have one thing to say, make sure to get your colours right from the beginning! We couldn’t be more glad we did - it has saved us both time and money!” says Christian Lystrup, CEO & Co-founder Vidde Mobility.
Do you want a brand that stands the test of time?
Want to learn more about colors in branding? Listen to the episode with Judith on our podcast Simply Briefed HERE.
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