What Does the Future Look Like?

On the one hand, we think it is absolutely great: General Motors and Honda working together to develop and, perhaps more importantly, manufacture fuel cells at a facility in Brownstown Township, Michigan.

On the one hand, we think it is absolutely great: General Motors and Honda working together to develop and, perhaps more importantly, manufacture fuel cells at a facility in Brownstown Township, Michigan.

After all, there is lots of development going on but there are few companies with the scale or the wherewithal to truly mass produce these advanced energy-generating units (hydrogen goes in, electricity comes out).

But as we’ve noted before, the name of the joint venture company that the two vehicle manufacturers have established for the making part of the endeavor—Fuel Cell System Manufacturing LLC—leaves a little something to be desired.

C’mon guys: We’re talking about the future here and that sounds like something that you might produce with a Dymo labeler.

Yesterday the company unveiled its logo.

Here it is:

Fuel Cell System Manufacturing LLC (FCSM), the joint venture company established by General Motors and Honda for the production of advanced hydrogen fuel cell systems, revealed its company logo on Wednesday June 7, 2017.

While there may be something to be said for the graphic on the left side, the sans-serif lettering is certainly legible, but, again, this is something extraordinary, not quite so plain.