LiveWire brand identity

LiveWire is an American electric motorcycle manufacturer originally launched in July 2021 as the dedicated electric vehicle division for Harley Davidson. They launched its first model, the LiveWire ONE with comprehensive brand identity provided by San Francisco-based studio Manual. In late September of 2022, the company spun-off from its parent company and became the first publicly traded electric motorcycle company in the United States. A second model, the S2 Del Mar, debuted at the same time, offering a more compact bike geared towards the city-dweller.

Manual decided to use Marc Rouault’s Trois Mille as the main typeface for LiveWire’s branding system. Their goal was to steer the brand away from the negative connotations of the “e-bike” and instead use the brand’s Harley Davidson parentage to highlight uniquely American ideals: the joyride, escape, and the best of “Made in the USA” engineering.

Trois Mille, published by Sharp Type is the brand typeface. Its large style and width system means the application possibilities are endless, which Manual Creative used to great effect throughout LiveWire’s branding system. TroisMille is paired with Aeonik from CoType and Signal Mono from Production Type.