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The New Aero Brand

The New Aero wheels are developed by a small international team, including our good friend and photographer Uli Heckmann. Less Rain joined forces and created logo and identity.

The logo has been developed out of a circle, so that it can be placed onto the center hub caps of the wheels. The Logo consists of the overlaying letters t, n and a. Alternatively, the letters can also be drawn apart, creating a legible logo type.

Additionally, the underlying grid is used in an exploded view, creating patterns and a sense of dynamic movement.

Together, the three elements, logo type and the exploded grid – create a versatile construction kit for creating branded materials.


The stationary uses photography of Uli and some of his colleagues. Overlaid, the same image is used again, mirrored inside a TNA logo and with contrasting colours.

On the back, the neon yellow Pantone 810 produces a strong contrast, underlining the contradictory nature of the wheels and the balance between performance and aesthetics.

The Wheel. Re-imagined.

Powerful contradictions: Aggressive and elegant. Sharp and smooth. Efficient and sexy. The New Aero is a new line of aerodynamic wheels for Tesla cars, milled as monoblocks out of forged aerospace-grade aluminium.

The design of the first wheel, the Razor, takes cues from the shapes found on the car, but what’s more, it’s been created to produce less drag, less side force and move less air than Tesla’s own aero wheels.


The New Aero Website

Related Projects

The New Aero Wheels
The New Aero Packaging
The New Aero Website
The New Aero