Chery is a Chinese brand of cars and SUV manufacturing company, which was established in 1997 and is fully owned and managed by the government of China.
Chery was founded in 1997 at the initiative of the city of Wuhu in Anhui Province. Several state-owned companies and holdings of the province, as well as small investors, became the shareholders of the company. The first car released by the company two years later was the licensed Seat Toledo. In 2001, Chery was able to use the SAIC license to sell its vehicles throughout China. In 2003, Chery established its R&D department. In August 2007, the millionth Chery car leaves the assembly line. At the beginning of 2012, the company was included in the “Top 10 Innovative Enterprises in China”. Today, Chery is one of the leading automakers from China, with a lineup of more than twenty models.
The very first logo was created for the prelaunch of the new automaking company in 1997. It featured a black-and-white graphical emblem with the bold “A”-like element inscribed into a horizontally oriented oval frame. The straight lines of the central figure crossed the bottom part of the frame.
A few months later, the Chery logo was modernized, using a new red-and-white color palette, thinner lines of the emblem, and adding the name of the company written under the graphical part in the uppercase of a simple sans-serif typeface. The emblem now had some cut-outs on the sides of the triangular element, which added airiness and freshness to the composition.
Chery is one of the loudest names of the Asian automobile industry. The company is a regional representative of the Jaguar Land Rover Group and is one of the largest car manufacturers in China.
The Chery logo is traditional for the industry and is composed of a wordmark and an emblem above it.
The wordmark is executed in dark red all capital letters, written in a modern sans-serif font, with the enlarged upper part of the letter “R”, which makes the nameplate unique.
The Chery emblem, which is three-dimensional, features a silver palette, which adds volume and dynamics to the logo. The emblem is composed of a bold oval with a stylized letter “A” without its horizontal bar.
The logo was redesigned in 2013 and has smoother and sleeker lines in comparison to the brand’s visual identity version from 1993, where the oval was open and the “A” symbol (which stands for “Auto”) features thinner and straighter lines.
The Chery logo is an example of simple classics, reflecting a huge brand, which is focused on progress and quality.
The redesign of 2023 has introduced a more progressive and minimalistic Chery logo, which repeats the concept of the previous version but executes it in flat black lines. Another change, made to the logo is the typeface of the lettering. Now the ends of the bars are cut diagonally, and the “R” has a vertical cut-out in its top part.