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Lexus has just launched its new drive propulsion system, the Hybrid Drive system, in Europe. The system enables higher speeds and a dynamic driving quality for large and heavy all-terrain vehicles with reduced petrol consumption. This new technology synchronizes the petrol engine with an additional electric power system, creating a turbine-like driving force. The design agency KM7 developed a graphic look for the European launch of the Lexus Hybrid Drive, demonstrating the interaction of forces by means of oscillating lines which are both abstract and objective, like the flames of the combustion engine that meet and cross electric sine waves. Art work for brochures, billboards and trade-show areas follow a static concept. ACHT Frankfurt has adapted these graphics for a huge LED screen creating an animated version. This is where the billowing and circulating lines unfold their three-dimensional visual effect.
Designbureau Km7, Acht Frankfurt