"Bye Bye Horizontal, Hello Vertical!"
For many years horizontal light signatures dominated the front and rear of cars, often justified by the argument to 'emphasize width' and 'enhance the stance' of the vehicle.
The birth of the DRL (Daytime Running Light) in the early 2000s saw the rise of thin horizontal arrays of dots, slowly moving towards smaller and smaller dots to eventually become full white lines to the human eye.
We've seen these full horizontal signatures probably first on the Saab 9-5 (2010) and Porsche 911 (991 C4) rear ends, but in the last 5 years the technology was finally ripe—and cheap enough—for mainstream brands to make them dominate the front with DRLs, creating an explosion of sameness as a result.
All of a sudden every face identity needed horizontal DRLs to 'emphasize width,' 'enhance stance,' and feel 'technologically advanced.'
We're now witnessing the death of horizontal signature supremacy. Not through design failure, but through success. The aesthetic became too good, spread too far, and lost its edge.
Kia is one of the first mainstream brands to try something different and go vertical with their signatures.
This 'daring' strategy makes them instantly recognizable in today's traffic and blends perfectly with the trend toward higher, more 'proud' front-end design often showcased on luxury brands like Rolls-Royce, and even the prouder Porsches and BMWs of today.
The recent Bentley EXP15 concept shows Bentley is also exploring—and probably will commit to—vertical orientation in its signature lighting.
In China, the majority still aims for horizontal signatures like Li Auto, Xpeng, Zeekr and others, but we also see brands exploring unique identity like Firefly and Avatr. Hongqi and BYD's Yangwang are diversifying by model.
It makes you wonder whether newly revamped brands like AUDI (China version) and Lancia, but also Tesla, are making the right choice to stick with horizontal orientation or should explore new avenues like some of the more progressive Chinese brands.
What do you think? Is horizontal officially old news?
For many years horizontal light signatures dominated the front and rear of cars, often justified by the argument to 'emphasize width' and 'enhance the stance' of the vehicle.
The birth of the DRL (Daytime Running Light) in the early 2000s saw the rise of thin horizontal arrays of dots, slowly moving towards smaller and smaller dots to eventually become full white lines to the human eye.
We've seen these full horizontal signatures probably first on the Saab 9-5 (2010) and Porsche 911 (991 C4) rear ends, but in the last 5 years the technology was finally ripe—and cheap enough—for mainstream brands to make them dominate the front with DRLs, creating an explosion of sameness as a result.
All of a sudden every face identity needed horizontal DRLs to 'emphasize width,' 'enhance stance,' and feel 'technologically advanced.'
We're now witnessing the death of horizontal signature supremacy. Not through design failure, but through success. The aesthetic became too good, spread too far, and lost its edge.
Kia is one of the first mainstream brands to try something different and go vertical with their signatures.
This 'daring' strategy makes them instantly recognizable in today's traffic and blends perfectly with the trend toward higher, more 'proud' front-end design often showcased on luxury brands like Rolls-Royce, and even the prouder Porsches and BMWs of today.
The recent Bentley EXP15 concept shows Bentley is also exploring—and probably will commit to—vertical orientation in its signature lighting.
In China, the majority still aims for horizontal signatures like Li Auto, Xpeng, Zeekr and others, but we also see brands exploring unique identity like Firefly and Avatr. Hongqi and BYD's Yangwang are diversifying by model.
It makes you wonder whether newly revamped brands like AUDI (China version) and Lancia, but also Tesla, are making the right choice to stick with horizontal orientation or should explore new avenues like some of the more progressive Chinese brands.
What do you think? Is horizontal officially old news?
