hyundai identity guideline - roadf.comroadf.com/accd/aj_project2.pdf · positioning 04 message we...
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hyundai identity guideline
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table of contents
03
positioning
voice
personality
logo
logotype
pattern
color
stationery
letterhead
business cards
typography
architecture
headquarters building
flag
internet & web
merchandise
publications
watch
calender
t-shirt
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07,08,09
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11,12,13
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15,16,17
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19,20
21,22,23
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24,25,26,27
29,30,31
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21,22
positioning
04
message
We produced Hyundai’s US brand identity guide-
lines with the objective of clarity and simplicity for
internal and external use. Precision and consistency
are essential elements in achieving and maintaining
the strenth and quality of our image.
To become one of the top five global automakers,
the company initiated a far-sweeping corporate
restructuring program while blostering its R&D
efforts to produce automobiles that meet every
higher standards of quality, safety and cultural
experiences.
With the dawning of the new millenniium, Hyundai unveiledits new business vision
vision
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voice
05
People are constantly trying to better themselves
and expand their horizons while staying true to core
values, religious groups grapple between pop
culture and tradition, and society adapts to
computer screens and blackberries taking the place
of face-to-face communication.
Making relevance and uniqueness coexist is a challenge, one that is on the voice of automotive execu-tives like those at Hyundai.
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personality
06
When recreating materials featuring the Hyundai brand,
it is important that you understand the personality of
the brand. Following are a few descriptive words for the
most considered elements to guide you while designing.
01. diversity cultural
02. price affordable
03. performance powerful
04. safety secure
05. service qualified
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logo
07
inspiration
The new Hyundai’s logo is inspired by the Korean flag,
Tae-guk-gi.
symbolism
Most people simply love their car more than
anything. Regardless of brand, size and horse
power, more and more people are constantly
looking for new ways of making their car stand out.
Car lovers know that any car has potential and in the
hands of a professional, any piece of junk can
become a work of art. Whether you own a sports
model, a family car or an all terrain vehicle, it’s great
to change the aspect of your car so that it better
matches your personality and style.
When you have a passion for cars, you would do
anything to prove it. Many car owners love to show
their ingenuity and originality by personalizing their
car. To get a complete makeover of your car is very
fashionable these days and many young people
would do anything to get the best out of their cars’
aspect. However, it can be very costly to completely
modify the exterior of your car.
If your budget doesn’t allow you to makae a
complege makeover of your car, there are many
cheaper ways of improving its aspect. Emblems,
logos
peace
purity
movement
harmony
kun heaven
yi fire
kamwater
kon earth
yang yin
moon
earth
night
winter
sun
heaven
day
summer
logo
08
description
The new logo is created from 12 lines by using the
four groups of three black strips from the korean flag
that symbolizes the movement and harmony.
progress
topleft:
bottomleft:
topright:
bottomright:
threestraight
two straightone broken
two brokenone straight
threebroken 12 lines in order
12 lines
stage 01
The 12 lines are lined in order to a squre evenly distributed.
threebroken
sixstraight
threebroken
stage 02
The 12 lines are lined out of order to form the capital letter “H”.
6 broken
6 straight
logo
09
a1 + a2 + a3 = A
A - a1 - a3 = a2
a1 = a3
2/3 * (a1 or a3) = a2
A = 3 * a2
b1 + b2 + b3 = B
B - b1 - b3 = b2
b1 = b3
1/3 * b2 = b1 or b3
B = 5 * (b1 or b3)
A
B
010203040506070809101112
a1 a3a2
b1
b2
b3
mathematical solution
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logotype
10
There will be the logotype that is extended from the Hyundai’slogo. Later, the pattern from the logotype will be introduced throughtout other applications.
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4 4
3
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pattern
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why pattern?
There will be a flexible opportunity of expanding the brand’s newfuture identity as well as its images. Thus, the logo can stretch to its logotype, the logotype can stretch to its pattern. There will be infinite possibility of expansions.
for example,
01. There is a logo on the 12 lines.
02. There is a logotype from the logo on the 12 lines.
03. There is a pattern from the logotype on the 12 lines.
For the pattern, this negative shapefrom the letter “D” will be eliminatedfor the purpose of simpler pattern.
To distinguish the pattern from the logoand the logotype, the pattern will berecognized from its negative shape ratherthan its positive shapes which are the lines.
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white
gray
red
black
#FFFFFF
#939598
#C0272D
#231F20
color
14
There are four main colors for the color version that
represents the new Hyundai’s brand - white, gray, red,
and black. Also there are twelve gray scaled colors of
black and white version of new Hyundai’s version.
option 01. color
8% gray
15% gray
23% gray
31% gray
38% gray
46% gray
54% gray
62% gray
69% gray
77% gray
85% gray
92% gray
#EBECEC
#DBDCDD
#CACCCE
#BBBBCBF
#AAACAF
#9B9D9F
#8C8E91
#7D7F82
#6E7072
#5F6062
#4D4E50
#3B3A3C
option 02. black and white
company distribution address phone number fax number website
stationery
15
35 light abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
35 light oblique abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
45 book abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()55 roman abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
45 book oblique abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()55 oblique abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
65 medium abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()65 medium oblique abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()85 heavy abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
85 heavy oblique abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
95 black abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
95 black oblique abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
kurt hess general manager
714.296.6638
scott hyundai
1271 auto center drive, anaheim, ca 92806 p. 714.956.1820 f. 714.956.1823
jinho hong financial analyst
213.249.2760
hyundai program headquarters
po box 33270, detroit, mi 48232-5170
letter head
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35 light abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
35 light oblique abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
45 book abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()55 roman abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
45 book oblique abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()55 oblique abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
65 medium abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()65 medium oblique abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()85 heavy abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
85 heavy oblique abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
95 black abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
95 black oblique abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
company distribution address phone number fax number website
centered
2”
1”
1”
avenir 55 oblique, 8pt, redavenir 55 roman, 8pt, black
business card
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35 light abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
35 light oblique abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
45 book abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()55 roman abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
45 book oblique abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()55 oblique abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
65 medium abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()65 medium oblique abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()85 heavy abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
85 heavy oblique abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
95 black abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
95 black oblique abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
kurt hess general manager
714.296.6638
scott hyundai
1271 auto center drive, anaheim, ca 92806 p. 714.956.1820 f. 714.956.1823
jinho hong financial analyst
213.249.2760
hyundai program headquarters
po box 33270, detroit, mi 48232-5170
front
back
name position
email address
phone number
company distribution
address phone number fax number
avenir 85 heavy, 10pt, red avenir 35 heavy, 6pt, black
avenir 35 heavy, 6pt, black
avenir 65 medium oblique, 6pt, red
avenir 65 medium oblique, 6pt, black
0.25”
0.5”
center
0
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typography
19
The typeface that help express the Hyundai brand is
Avenir. The sans serif typeface, Avenir, gives Hyundai
a bold and contemporary feel.
Avenir font was developed by the famous Swiss font
artist Adrian Frutiger and presented by Linotype in 1988.
The design of this font is based on the sans-serif
typefaces Futura® and Erbar™. The name Avenir (future)
gives us a clue as to Frutiger’s intentions, to convey the
idea of timelessness in the image of his typefaces. Today
there is a new appreciation of the linear style of sans, in
harmony with a softer and more subtle mode of
expression. With increasing emphasis on pictures as the
main element and the u se of mixed background tints,
the graphic designer wants a more refined sans serif
typeface with less color, giving something of the effect
of an inscription. The general replacement of the
pen-nib by the ballpoint and the felt pen has also had
an influence in modern typography.
Avenir
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
35 light abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
35 light oblique abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
45 book abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()55 roman abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
45 book oblique abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()55 oblique abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
65 medium abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()65 medium oblique abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()85 heavy abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
85 heavy oblique abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
95 black abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
95 black oblique abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
35 light abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
35 light oblique abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
45 book abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()55 roman abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
45 book oblique abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()55 oblique abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
65 medium abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()65 medium oblique abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()85 heavy abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
85 heavy oblique abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
95 black abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
95 black oblique abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
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typography
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35 light abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
35 light oblique abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
45 book abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()55 roman abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
45 book oblique abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()55 oblique abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
65 medium abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()65 medium oblique abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()85 heavy abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
85 heavy oblique abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
95 black abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
95 black oblique abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
- avenir type family in size of 10 point
headquarters building
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35 light abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
35 light oblique abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
45 book abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()55 roman abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
45 book oblique abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()55 oblique abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
65 medium abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()65 medium oblique abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()85 heavy abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
85 heavy oblique abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
95 black abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
95 black oblique abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
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flag
35 light abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
35 light oblique abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
45 book abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()55 roman abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
45 book oblique abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()55 oblique abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
65 medium abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()65 medium oblique abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()85 heavy abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
85 heavy oblique abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
95 black abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
95 black oblique abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
kurt hess general manager
714.296.6638
scott hyundai
1271 auto center drive, anaheim, ca 92806 p. 714.956.1820 f. 714.956.1823
jinho hong financial analyst
213.249.2760
hyundai program headquarters
po box 33270, detroit, mi 48232-5170
23
website
24
vehicles shopping tools financing owners about hyundai
copyright hyundai motor america 1998-2006. all rights reserved. privacy policy sitemap contact us warranty
english l espanol l korean
dealer locator
website
25
accent
elantra
sonata
azera
tiburon
tucson
santa fe
entourage
vehicle lineupconcept car
vehicles shopping tools financing owners about hyundai
copyright hyundai motor america 1998-2006. all rights reserved. privacy policy sitemap contact us warranty
website
27
35 light abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
35 light oblique abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
45 book abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()55 roman abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
45 book oblique abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()55 oblique abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
65 medium abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()65 medium oblique abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()85 heavy abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
85 heavy oblique abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
95 black abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
95 black oblique abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
vehicles
copyright hyundai motor america 1998-2006. all rights reserved. privacy policy sitemap contact us warranty
english l espanol l korean
dealer locator
accent
starting at $12,455
more interior space than any sedan in its class
six airbags
4-wheel disc brakes with ABS
110-hp 1.6L engine with CVVT
power steering
172-watt AM/FM/CD audio system with equalizer and 6 speakers
60/40 split fold-down rear seatback
america’s best warranty
calender
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35 light abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
35 light oblique abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
45 book abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()55 roman abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
45 book oblique abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()55 oblique abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
65 medium abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()65 medium oblique abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()85 heavy abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
85 heavy oblique abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
95 black abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
95 black oblique abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
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a
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5”
8”
3”
6.25”
0
1.25” 2”
t-shirt
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35 light abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
35 light oblique abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
45 book abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()55 roman abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
45 book oblique abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()55 oblique abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
65 medium abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()65 medium oblique abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()85 heavy abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
85 heavy oblique abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
95 black abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
95 black oblique abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*()
kurt hess general manager
714.296.6638
scott hyundai
1271 auto center drive, anaheim, ca 92806 p. 714.956.1820 f. 714.956.1823
jinho hong financial analyst
213.249.2760
hyundai program headquarters
po box 33270, detroit, mi 48232-5170
front
back
watch
30
hyundai
3 bars
4 bars
5 bars6 bars
logo
4 parts of the logo
watch
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