Huge caveat here in that I am not a designer so this is a very amateur take, and I personally like the headlights so I'm quite biased, but I think it's a brilliant design for a couple of reasons:

1. Without having a traditional front grill or badge that is associated with the brand unlike those of legacy makers, Rivian's headlights are a design element which is instantly recognizable as being a Rivian. Even if you post a minimalist silhouette of the front facia, you would know it's a Rivian.

2. The design lends itself well to future evolution, even if the exact dimensions of the vertical oval lights and the bisecting horizontal light bar are changed/tweaked over time, so long as that general design is kept, they will still be identifiable as a Rivian.

Just my two cents as someone with no design expertise and who happens to like the way the headlights and front facia look.

I think the look they're going for with the headlights is inexpensive and friendly, not cool or sleek or aesthetic.

If it's any consolation, I think those things are extremely ugly also.