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Double Entendre

March 29th, 2016

Tesla uses a logo with a double meaning to get around branding issue that prevented them from spelling out the word “sex” with the names of their new car models. Yes, really.



In the end, everything in life comes down to sex.

No one knows that better than electric car maker Tesla, whose three newest models were to be called Model S, Model E and Model X to celebrate this indisputable fact. Unfortunately, the name “Model E” is already copyrighted to the venerable automotive titan Ford – which refused to let Tesla use it. Tesla’s CEO Elon Musk was crystal clear on the subject: “Ford’s trying to kill sex!” Bet they’re just jealous their own cars are not as sexy.

Fortunately, Tesla had a last resort… 1337speak. When you register on a forum and the cool name you really wanted is taken, what do you do? That’s right, swap that “o” in “Deathkillzor” for a zero, and you’re set. Channeling the vast and unfathomable power of the internet, Tesla changed the Model E’s name to Model 3, now spelling out “S3X”, which is good enough. Conveniently, they don’t even need to change their logo.

A fantastic example of a logo with a double meaning, the bars can indeed read “3” (or “III”) just as easily as they can read “E”. If the symbol seems familiar, that’s because it literally is the exact same “E” already used in Tesla’s company logo font.

I suppose the lesson of this story is that you simply cannot stop sex, no matter what old and grumpy automakers have to say about it.


About the Author:

Daniil Stoenko is a professional writer and translator who produced a variety of articles for LogoBee’s Logo Design Blog over the years.

Leave Your Comment

This is a clever graphic idea. Not so sure about the "sex" part. How many people really associate their cars with sex? Cool and sleek looking car is always a hit, but sex? Unless you are considering Dr.Freud philosophy.

by PavelApril 11, 2016