DETROIT — Common Motors, beginning subsequent week, will redefine its company picture and advertising and marketing technique to raised align with a dedication to electrification.

The brand new company advertising and marketing technique might be centered on electrical autos, and the GM emblem might be modernized with a sky-blue hue and lowercase letters.

“There are moments in historical past when every little thing modifications. Inflection factors. We imagine such some extent is upon us for the mass adoption of electrical autos,” Deborah Wahl, GM’s world chief advertising and marketing officer, said in a statement.

“In contrast to ever earlier than, we have now the options, functionality and scale to place everybody in an EV. Our new model identification and marketing campaign are designed to mirror this.”

The marketing campaign, known as “Everyone In,” focuses on accelerating EV adoption, demonstrating GM’s EV plans and highlighting GM’s proprietary Ultium battery platform, GM stated in a press release.

The refreshed branding ties into GM’s aim of turning into the business’s EV chief. Final 12 months, GM stated it might make investments $27 billion towards electrical and autonomous car improvement and launch 30 EVs by means of 2025.

Thus far, the automaker’s solely EV is the Chevrolet Bolt, however GM has stated it should launch a utility model of the Bolt and the GMC Hummer pickup this 12 months, adopted by the Cadillac Lyriq crossover in 2022.

The automaker is anticipated to stipulate extra EV launch plans at CES subsequent week. CEO Mary Barra will give a keynote tackle, and a number of other GM executives are anticipated to talk throughout the present.

Ultium batteries, which GM developed with LG Chem, will energy the automaker’s next-generation of EVs, beginning with the Hummer and Lyriq. The batteries have a variety of as much as 450 miles and permit 0 to 60 mph acceleration in three seconds on some fashions.

“ ’Everyone In’ demonstrates our intent to guide, whereas inviting others — policymakers, companions, people — to play an lively position in transferring society ahead, whether or not that is serving to to increase infrastructure, advocating for progress of their communities or just taking an EV for a check drive to find out about the advantages of EV possession,” Wahl stated.

The marketing campaign options Malcolm Gladwell, writer of “The Tipping Level,” skilled surfer and shark assault survivor Bethany Hamilton, health teacher Cody Rigsby and gamer Erin A. Simon.

GM additionally redesigned its emblem to align with the brand new advertising and marketing. The brand stays true to the corporate’s historical past whereas additionally aligning with expertise manufacturers, together with Ultium, GM stated.

The brand is vibrant blue to suggest the clear skies of a zero-emissions future, GM stated. It additionally will get rounded edges and a lowercase font. The “m” will stay underlined to create the form of {an electrical} plug throughout the destructive house.

The present emblem is extra extreme than the brand new one. GM needed a extra human and approachable look, Wahl stated.

“We felt an actual want to indicate the world a distinct side of what the corporate is. The decrease case was a key a part of that,” she stated.

GM plans to launch a rebranded web site Monday, Jan. 11, to share the newest info on its electrification, security and autonomous driving efforts.