Excalibur Automobile Corporation is considered the oldest and largest American manufacturer of expensive exotic cars produced in small series. From 1964 to 1990, this company was the most famous manufacturer of replicas in the United States. The company was founded in Milwaukee by David and William Stevens, sons of renowned industrial designer Brooks Stevens.

Meaning and history

The company was organized in Milwaukee by David and William Stevens, sons of the famous industrial designer Brooks Stevens. The idea for these vehicles began in the early 1960s when Brooks worked as a consultant for Studebaker. In 1964, Brooks Stevens, for the New York Auto Show, combined the design motifs of the Mercedes-Benz SSK 1928-1929 – a legend of motorsports, with the base of a standard Studebaker. The resulting prototype was called the Mercebaker.

For the next 20 years Excalibur’s existence depended on the number of orders: sometimes the company produced 300 cars a year, sometimes less than 100, but there were always enough buyers to keep it alive. The latest addition to the Excalibur family is a 1966 Cobra replica of the legendary American sports car.

What is Excalibur?
Excalibur Automaker is a luxury automobile company known for its high-end and bespoke vehicles. They specialize in creating handcrafted cars that embody elegance, power, and exclusivity.

1964 – 1990

Excalibur Logo

The company’s logo is one of the most memorable and original ones. The logo has a round shape with another circle inside. This circle has the inscription ‘Excalibur’ at the top and bottom. Inside the second circle is the main element of the logo – Arthur’s Sword.

Emblem and symbol

Excalibur Emblem

The company emblem (Arthur’s Sword is a symbol of power and responsibility) was depicted either with a text part (a company’s name) or without it. Sometimes on both sides of the sword were written the years of the company’s existence – from 1964 to 2014.

Font and color

The bold uppercase lettering from the rounded Excalibur emblem is set in a heavy geometric sans-serif typeface, which looks pretty close to Orqquidea font. It is a stable and distinctive inscription which evokes a sense of confidence and excellence.

As for the color palette of the Excalibur visual identity, it is based on a laconic yet strong combination of black and white, which is a sign of professionalism and expertise.