Brand stories. Did the Tesla logo denote more than a “T”?

Tesla Motors was founded in California in 2003 by Martin Eberhard and Marc Tarpenning. The company name is a tribute to Nikola Tesla, an inventor and engineer known for his work on electricity.

The Roadster is the brand’s first model

Make the electric car accessible

In 2006 Tesla, a totally unknown car manufacturer presented in a hangar at Santa Monica airport, an electric roadster also derived from a Lotus Elise. Two years later, the first copies, assembled by hand, came out drop by drop from the tiny Tesla factory.

At the same time, a young investor, Elon Musk takes shares in the company. After a few months, it is certain that Tesla is not going fast enough.

To speed up the movement, he wants to become the boss and have his hands free. Its objective is clear: to democratize the electric car.

Tesla Motors became Tesla in 2017.
Tesla Motors became Tesla in 2017.

A very ambitious patron

After a new funding round of forty million dollars in May 2006, then another of forty-five million a year later, Elon Musk becomes the main shareholder. In August 2007, Eberhard was asked to step down as CEO.

The founder no longer has the support of the board of directors. He was demoted to “president of technology” before leaving Tesla in 2008, along with fellow co-founder Marc Tarpenning. Elon Musk is now the only master on board.

The brand intends to revolutionize transport with its first electric truck
The brand intends to revolutionize transport with its first electric truck

What does the logo mean?

For its logo Tesla called on an agency, based in New Jersey, RO Studio. We obviously guess the letter T of Tesla. But this logo also symbolizes the cross section of an electric motor.

Part of this electric motor takes the shape of the T. A revelation appeared on Twitter some time ago, following a revelation from Tesla boss Elon Musk.

Note that Twitter, this other giant company of the new economy has also just been bought by Elon Musk, who also owns SpaceX, and Neuralink.

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