five ways hyundai designed a brand world beyond the showroom

beyond function and façade, hyundai is much more than just an automotive brand. delivering holistic experiences to their customers, the company’s in-house creative team, which was established in 2015, is reaping design rewards. in 2018 alone, they have won seven international design awards, including the esteemed 2018 red dot: brand of the year award.

emphasizing sophistication over glamour, the hyundai brand provides a ‘modern premium experience’ that, as highlighted in the five signature projects below, cover all aspects of a consumer’s lifestyle.

the ‘water’ chamber of the hyundai 2018 winter olympics pavilion
all images courtesy of hyundai motor company
(main image: the exterior of the hyundai 2018 winter olympics pavilion)

for the 2018 winter olympics in pyeongchang, south korea, the hyundai olympic pavilion focused on the topic of fuel cell technology in collaboration with asif khan and i-art. showcasing this complex technology in a unique and engaging way, six minimalist spaces presented the lifecycle of the fuel cell. each abstract environment was brought to life with soundscapes – featuring hydrophones (tracks made underwater) and sound convolution technology – to create a fully immersive experience without a single glimpse of a car.

the ‘electrical energy’ chamber of the hyundai 2018 winter olympics pavilion

hyundai’s collaboration film with SM entertainment encapsulates the sleek luxury and comfort of their vehicles

whilst the holistic experience is key to the brand’s vision, automotive design and lifestyle is still at its core. the solati moving hotel was a dynamic project that focused on how those who travel extensively should not have to compromise on comfort or luxury. in partnership with SM entertainment, they created a slow motion film supported by a jazz ballad soundtrack that reflects the exclusive character their individually configurable luxury vehicles can offer. once again, the project exemplified the value hyundai brings to consumers’ lives beyond product specifications and functions.

‘because of you’ campaign captures the emotional and societal aspects of hyundai NEXO

in another short film project, hyundai launched their ‘because of you’ campaign to coincide with the launch of their first hydrogen-powered car, the ‘NEXO’. the design merges innovative air purifying technology with sleek styling and unique safety features. even with these dynamic innovations, the brand knew a powerful narrative was needed to maximize societal impact. the film highlights hyundai’s vision to create a clean, free and connected future through social, cultural and emotional means.

hyundai created a minimalistic audio concept to deliver a holistic brand experience

complementing their new brand appearance, the hyundai sound branding epitomizes their wholly immersive nature. set to be used across all media and sound touchpoints, the concept incorporates a sound logo that is simple yet instantly memorable with a smooth ascending six-tone sequence. the short motif, which can be adapted for any application within the ‘hyundai sound universe’, evokes a bright timbre and warm reassurance whilst reflecting the brand’s aim of connecting consumers in an uncomplicated way.

the full range of the hyundai sans fonts

last but not least, the brand launched an exclusive typeface that is a design statement across all its marketing. inspired by the smooth and structured contours of the traditional korean text of ‘hangeul’, their two fonts – ‘hyundai sans head’ and ‘hyundai sans text’ – are minimalist and understated yet timeless, warm and confident. highlighting their international approach, the typeface is supported in 103 languages.