Genesis is a series of luxury cars offered by the Korean company Hyundai Motor Group. For the first time, this line appeared in 2004, when it was launched into mass production. But in 2015, it turned into an independent division, as luxury sedans in this category received widespread demand. As a result, in November of the same year, it officially became a separate brand, and in the fall of 2017, it presented its debut independent model with its logo on the hood and steering wheel. In 2020, the analytical agency J. D. Power named Genesis the most reliable car brand on the North American continent. Cars are developed in three locations: in the cities of Namyang (South Korea), Rüsselsheim (Germany), and Irvine (United States). And they are produced in Ulsan (South Korea).
Meaning and History
What is Genesis?
It is one of the car brands owned by the South Korean car manufacturer Hyundai Motor Company.
In 2003, Hyundai conceived a conceptually new passenger car model with a modern embodiment of a rear-wheel-drive system. According to the plan, it was a progressive sports sedan. In 2007, she demonstrated the first model, which took three years to develop. Within the framework of the project, $ 500 million were spent, and 800 thousand miles traveled. Only after the tests did the parent company send the car to the North American International Auto Show.
According to Chris Hosford, Hyundai’s US spokesman, the Genesis series has gained an individual brand status for three reasons. The first is that these luxury cars have enjoyed great success for seven years. The second – in terms of sales, the sedan entered the top 3 in its segment. Third, the buyers wanted the unit to become independent.
The original Genesis Motors dealerships were Hyundai distribution centers, while the newly formed structure designed its vehicles. As a result, its SUV debuted in the winter of 2020, and an electric car in 2021. They bore the Genesis badge on the front, not the Hyundai Motor Group emblem. In general, this brand has three variants of the logo.
2008 – 2015
In the early years, the brand existed as the Hyundai Genesis. He had his symbolism based on a winged image. In the center was an angular shield with a striped background and a triple edging consisting of white and black lines. Horizontally it was crossed by a rectangle with the name of the automobile line. The word was written in light letters with sharp edges that replaced serifs.
The wings were located to the right and left of the central element. Each consisted of three wide “feathers” and a tail. Due to the correct distribution of light and shadows, they looked volumetric: the highlights were concentrated closer to the middle, and dark zones appeared at the ends of the “feathers” and under them. There was also a separately placed brand name: it was at the bottom and was an exact copy of the inscription from the center. The only difference between them was in color: one word was white, the other was black.
2015 – 2020
After the division was officially declared a standalone Genesis Motors brand, it received a new emblem. It was a reworking of the old version. The designers narrowed the fenders to make them more compact, removed the tail section, replaced the striped background with a dotted one, and reduced edging stripes around the shield. They chose a combination of black and gray in several shades as the official palette.
2020 – present
The developers have simplified the logo, even more, turning it into a laconic sign. They flattened it by eliminating the 3D effect, split the top “feather” into two separate parts, lightened the background, and tweaked the shield, after which it got a slightly different shape. In addition, the authors added a bottom caption and changed the font to a sleek, thin, sans serif.
Font and Colors of the Emblem
The evolution of the Genesis Motors brand identity moved from voluminous and complex to flat and simple. As a result, a completely different logo appeared, in which there are three independent blocks. The first is a shield with a name and two lines extending to the right and left. The second – two wings, which include three “feathers.” The third is the bottom caption in sans-serif capital letters.
To express the concept of Genesis Motors, the designers used the Hyundai Sans Typeface as the basis, slightly changing the proportions and detailing of the signs. The goal of this change is to achieve a distinctive look, Quietly Iconic. Like the Genesis cars themselves, the look is premium but not luxurious, refined, refined, and balanced. Guided by this principle, the developers embodied the individual appearance of the new brand without losing the DNA connection with the parent company.
The authors of the personal typeface first sharpened the corners a little, giving the letters a geometric look. So they showed the extremeness of the machines. Then they changed the proportions of the alphabet, guided by the Romanis Capitalis font, where straight characters are half the width of the rounded characters. The roll call with the ancient Roman sans-serif typefaces, as if carved from stone, set a new rhythm for the inscriptions – sophisticated and exclusive.
The color scheme of the logo is not far from the palette of the parent company. It contains all shades of gray – from light silver to dark graphite. They were used with a hidden gradient from light mid to dark edges. But this was only at the beginning. Then they were joined by monochrome, formed by combining black elements on a white background.