Since the introduction of the Genesis logo, it has always been meant to separate the range from the rest of Hyundai’s lineup.
What is Genesis?
Genesis is the name of a luxury subsidiary of Hyundai, which was founded in 2015 and today operates all over the globe, distributing its high-end cars, which are produced not only in Asia but also in Europe and the USA.
The original Genesis logo, designed in 2008, was composed of a geometric crest in dark blue and gray shades, with the thin white outline inside the perimeter, and bold white lettering in the uppercase. The crest was placed between two short and thick wings with smooth softened lines and sharp angles. It was a balanced and stable badge, which brilliantly represented the essence of the brand and its purpose.
The redesign of 2015 refined the contours of the winged badge, keeping the elements in their color palette and style. The wings on the Genesis logo became thinner and longer, making the whole look of the logo more modern and progressive. The white outline of the crest was gone, and more gloss was added to the surface of the central element.
The Hyundai Genesis was unveiled in 2008. The badging of the earliest models from the Genesis range had a very clear link with the parent brand. You could see Hyundai’s circular “H” badge installed on them. We should point out, though, that this approach was used only for the vehicles sold in the US, while in other countries the winged badge was used.
Later, the company opted for a different strategy. The customers who bought a Genesis car in the US had a choice. They could either have the regular Hyundai’s “H” installed on their cars or opt for the logo featuring the word “Genesis.” Due to this, the company had a chance to get proper feedback from the customers.
What did they find out as a result? According to Dave Zuchowski, a former Hyundai U.S. CEO, about 80 percent of the people who bought a Genesis car opted for the winged logo. In other words, they wanted not just to know that they have a car with upscale trimmings, comfort, and power, but to have a car with a distinctive upscale badge.
In 2015, the company announced that it was splitting off the Genesis brand as an independent global luxury division. Taking into consideration the information mentioned above, it’s only natural that starting from around 2015, the models came wearing the winged badge on the hood, the steering wheel, and throughout the interior. However, Hyundai’s “H” emblem could still be seen on the car’s rear-end.
As Mike O’Brien, the company’s vice president explained, they wanted the customers to know that these cars were part of Hyundai lineup, to begin with. From the other hand, he said that customers purchasing premium cars were looking for a premium experience, and the winged badge was a visual mark of this promise. The logo helped to explain to the customers that the Genesis range was created using a different approach than Hyundai’s more mainstream offerings, added O’Brien.
The typeface featured on the Genesis logo has an edge. Literally. While you’ll hardly find traditional serifs, many letters have distinctive sharp edges, which mirror the sharp angles seen on the emblem above.
Muted and unobtrusive, the palette looks classy and stylish. It’s dominated by various silvery shades with subtle bluish and blackish nuances.
Is Genesis a good car brand?
Genesis is the luxury subdivision of Hyundai, a famous South Korean automaker with a perfect reputation. The Genesis brand is considered to be a very strong one, with its cars able to compete with the leading European manufacturers.
Why does Hyundai Genesis have a different logo?
Even though Genesis is owned by Hyundai, these are two completely separate brands, with Hyundai working more in the business-class segment, and Genesis products in luxury cars, implementing all the latest technologies.
Who makes Genesis?
All the Genesis vehicles are manufactured by the South Korean company, Hyundai Motors, and in the Hyundai production facilities.