Hyundai Relaunched
Hyundai Brand Identity

In 2015, Hyundai commissioned a comprehensive 18-month, global brand relaunch to repair global inconsistencies. Our objective was to shift the brand's focus from product to lifestyle in a effort to deliver a consistent, global brand experience to consumers.

To be distinct from our competitors, we drew inspiration from our Korean roots: natural materials such as linen and wood; out values of balance, harmony, warmth; and the four elements depicted in the Korean flag - water, earth, fire and wind. They come together harmoniously to form the basis of our redefined brand assets

Richness in Simplicity
 
Living a Modern Premium lift
means enjoying the simple things -
the things that really matter.
And that's priceless.

The Problem

As one of the world’s largest motor groups, Hyundai Motor Company (Hyundai) sold 4.8 million vehicles in 2016. Rapid, successful growth had led to global brand inconsistencies, as well as lower regional brand rankings in Australia and Europe. Over time, the inconsistent application of individual design frameworks in key markets threatened to harm our brand image. As a result, our vehicle brands were not unique when compared against those of competitors. This prompted us to tightly link our brand to more tangible, “own-able” attributes.

The Solution

Hyundai commissioned a comprehensive 18-month, global brand re-launch. The brand design concept was applied to every customer-facing marketing touch point: from analogue, digital marketing applications, events and merchandise to sales collateral, sound design, spatial design, sponsoring, and more. The effort’s main objective was to shift the brand’s focus from product to lifestyle in an effort to deliver a consistent, global brand experience to consumers.

To be distinct in the competitive automotive industry, we drew inspiration from our Korean roots; natural materials such as linen and wood; our culture; our values of balance, harmony and warmth; and the four elements depicted in the Korean flag - water, earth, fire, and wind. They come together harmoniously to form the basis of our redefined brand assets. This allows us to focus on the essentials-the special people, moments and experiences that make life truly meaningful. Rich yet simple, these are the things that truly matter: living life with a confident outlook and celebrating the refined details. Richness in Simplicity is the creative, customer-facing expression of our brand essence, Modern Premium. The brand creative direction Richness in Simplicity recognizes that there is beauty in life’s simple pleasures that drives us. This single compelling idea is designed to create strong emotional ties between our customers, products, and services.

The Design Elements

Consistent, ownable, and expandable, Hyundai is built on five design elements that convey the rich diversity of life’s experiences.

The background layer of our graphic system features ambient surfaces, structures, and natural elements; the story layer in the foreground features imagery of everyday moments, serving as a window into our customers’ lives. Hyundai Sans was crafted for us from scratch to support our communications in 103 languages in 193 countries. Thanks to its carefully crafted geometric structure drawing inspiration from Korean traditional characters, enhanced legibility, and balanced letter shapes, Hyundai Sans radiates a warm, confident, simple look with a human touch. Our typeface is complemented by a distinctive, harmonious color palette that takes its inspiration from the four elements: earth, wind, fire, and water.

Newly redesigned packaging, experiences, mobile apps, and merchandise have also extended the design’s reach. This refreshing improvement in Hyundai’s image has attracted consumer attention and proven the new design system’s scalability across diverse markets and media landscapes.

The Applications

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© 2010 by Jay Jeon