Tesla Files Trademark Application for New Roadster Logo

The company filed a trademark application for a new Roadster logo on April 28. The application offers a first look at the potential design of the badge for the long-delayed electric sports car. It was spotted by a Tesla investor on May 6. The filing covers electric vehicles, home charging equipment, vehicle services and apparel including hats, footwear and infant wear.

The description states the lines in the design depict speed, propulsion, heat or wind. This marks at least the third Roadster-related trademark application submitted this year. In February the company filed for two additional badges, one featuring the Roadster name in a stylized font and another showing a vehicle silhouette made of three lines.

None of the three applications has received approval from the US Patent and Trademark Office. The company did not immediately respond to a request for comment.

The Roadster nameplate is a key part of the company's history. It was the first vehicle sold, a rebadged Lotus Elise powered by a battery pack instead of a gasoline engine. Sales of the original model ended in 2012. The second-generation Roadster was announced in 2017.

The company began accepting reservations with deposits ranging from $50,000 to $250,000 that November. The vehicle has repeatedly missed production targets since then.

The company ramped up development on the vehicle last summer.

During an April 22 earnings call the chief executive said a debut could occur within a month or so. The executive added that the unveiling would be one of the most exciting product reveals ever. >"We may be able to debut that in a month or so. " — Chief Executive (Insider) The latest trademark filing suggests the company may be positioning the Roadster brand for uses beyond the high-priced sports car.