Chery Automobile Co. Ltd., commonly referred to simply as Chery, is a state-owned automobile enterprise. It appeared in 1997 and currently has several subsidiaries founded both independently and in cooperation with foreign automakers. The company is engaged in the production of SUVs, minivans, commercial and passenger cars. In 2020, she sold half of her shares to the Brazilian group CAOA. Its head office is located in Wuhu City, Anhui Province.
Meaning and History
The Chery car plant was created thanks to the efforts of local officials representing the administration. The first car left the assembly line in 1999. It was a prototype called Fengyun, based on the Volkswagen SEAT Toledo chassis. The debut line consisted of 30,000 units of equipment, each of which was sold. After a while (in 2001), the company switched to export car assembly, becoming the largest Chinese supplier of passenger cars abroad. She kept this bar from 2003 to 2011.
Today, in equal shares with Kenon Holdings, the brand owns the Qoros company, which appeared in it in 2007 and produced premium-class cars for developing countries. In 2012, he became a co-owner of Chery Jaguar Land Rover, a subsidiary of Jaguar and Chery. The company also has a research and development center, factories for the assembly of transport equipment, and the manufacture of components.
Its most popular model is the urban QQ series. It is so in demand that it has become an independent trademark. At the same time, Chery has been repeatedly attacked due to possible remarks and violations of the property rights of foreign firms. Some of her samples are directly copied from the design of cars from other manufacturers. Even the brand’s name is criticized, as many see it as a desire to lure customers away from the world-famous Chevrolet since the word “Chery” is very similar to “Chevy.” And the company has only two logos.
Chery’s corporate logo is associated not with the name but with the company’s type of business. It stands for the letter “A,” with which the word “Auto” begins. Therefore, the designers tried to preserve it and beat it as accurately as possible visually. The first version is well traced among the graphic elements, and in the second version, it is hardly recognizable.
1997 – 2013
The volumetric emblem is made in a silver palette so that it resembles as much as possible a metal part integral to the car. This approach added not only individuality to the sign but also dynamics. The logo itself consists of several geometric elements. The first is an oval open at the top center and bottom right. The second character is “V,” depicted upside down. It is claimed to be “A” without a horizontal bar. The top of the letter is cut off. The edge effect is created by coloring one side of the graphite lines in light gray. The word part is done in a modern sans serif typeface. The “C” and “E” have rounded corners, and the “R” has an elongated top half.
2013 – present
The logo was redesigned in 2013, after which it received smooth and flowing lines. The developers have strengthened the effect of three-dimensionality, removed the gaps in the oval, rounded off all the corners, and added a chrome shine to the sign. They changed the letter “R” in the inscription, pushing the leg closer to the vertical strip. In addition, the authors changed the color red to crimson.
Font and Colors of the Emblem
The typeface used in the logo is reminiscent of the Korataki Regular font provided by Typodermic Fonts Inc. The color scheme is standard: it consists of a combination of several shades of red and gray.