A Rebrand — Without a Rebrand: The Evolution of the Hyundai Brand
For several years now, Korean culture has been at the forefront of emerging brands, influencing global tastes. But how are their biggest brands maintaining and adapting to this new global cool status? Not surprisingly, they are making significant efforts to keep up. Kia and Hyundai, for example, have undergone brand transformations, though they've taken different paths to achieve this.
The perception of Hyundai has undergone a significant transformation. Once seen as a brand primarily associated with affordability and reliability, Hyundai has successfully repositioned itself as a design-forward, technologically advanced car manufacturer in the global market. Having worked closely with Hyundai's brand studio on several branding projects, I was interested in their endeavour to make the brand evolve. I was also fortunate to participate in a few projects that were part of this evolution. The "for Tomorrow" initiative and the innovative "Mobile by Design" project, which envisioned a futuristic car showroom in Busan, were part of this transformation's projects. I saw the Hyundai car a few weeks ago and reflected that my brand perception had significantly shifted. Noticing that they did it without changing their logo prompted me to analyze Hyundai's brand evolution, drawing from personal experiences and insights from my collaboration with their team.
Traveling to Seoul provided an immersive experience that deepened my understanding of Hyundai's brand from a Korean perspective. The visit revealed a design-driven culture that extended beyond car design to encompass areas like banking and shopping. Witnessing the cutting-edge design ethos firsthand was enlightening.
The Urge for Evolution
Hyundai's motivation to evolve its brand stemmed from a desire to break free from traditional perceptions and establish itself as a leader in design and technology. My involvement with Hyundai's creative studio offered a unique perspective on their determination to transform. Through numerous discussions and collaborative sessions, it became clear that Hyundai was committed to redefining its identity and resonating with a broader, more design-conscious audience.
Immersive Experiences and Insights
One particularly memorable experience was seeing a hydrogen-powered Kona cut in half to expose its advanced technology. This was years before the Kona made its debut in the American market. (I wish I had a photo, but our phones were blinded every time we entered their building.) Additionally, viewing early-stage concept car drawings and understanding the meticulous design process behind them highlighted Hyundai's commitment to innovation.
Challenges and Concerns
Despite the exciting projects and innovative vision, I initially had reservations about the rebranding efforts. My primary concern was Hyundai's decision to retain its existing logo. Given the significant changes in brand positioning, I questioned whether the old logo could effectively represent the new Hyundai. I discussed this concern with colleagues, who agreed that the logo asset might hinder their strategy.
The Shift in Perception
Over time, however, my perception shifted. I began to notice the subtle yet profound changes in how Hyundai presented itself. The brand transformation became evident in the projects we worked on and the market's response, including key coverages from Highsnobiety. The logo retention, which I once saw as a potential drawback, blended seamlessly with the new brand identity.
This shift is largely due to the impact of Peter Schreyer and Luc Donckerwolke, who have alternated as Hyundai's Chief Creative Officers since 2013. Their influence extends beyond the design of the cars to the brand's overall culture, embedding design at the core of Hyundai's leadership. It's a lesson worth considering if you still need to make design a crucial part of your leadership strategy.
A strong design ethos helps differentiate a brand from competitors, making it more memorable and appealing to target audiences. It is crucial in crowded markets where unique visual and experiential elements can set a brand apart. Leadership that prioritizes design often fosters a culture of innovation, focusing on user needs and experiences. This approach leads to the development of products and services that are functional but also intuitive and enjoyable to use, thereby increasing customer satisfaction and retention.
Design-driven leadership encourages collaboration across various departments, integrating insights from marketing, engineering, and customer service, leading to more innovative and effective solutions that enhance the overall quality and appeal of products.
Additionally, it can streamline production processes, reduce material costs, and minimize waste. By prioritizing design, businesses can achieve cost efficiencies and increase their profit margins while maintaining high-quality standards.
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Comparing Hyundai's approach to that of its sister brand, Kia, offers valuable insights. Kia opted for a bold rebranding strategy, introducing a new logo and a comprehensive brand overhaul with significant publicity. While this generated considerable buzz, the impact could have been more lasting. In contrast, Hyundai's more measured approach, focusing on substantive changes without altering the logo, has resulted in a more sustained brand transformation.
Hyundai's brand evolution is a testament to the power of strategic, design-driven transformation. Hyundai has successfully repositioned itself in the global market by focusing on innovation and sustainability while retaining its core brand elements.
for Tomorrow Program
The "For Tomorrow" campaign was a landmark project encapsulating Hyundai's vision for the future—the initiative aimed to showcase Hyundai's commitment to innovation and sustainability. A partnership of that scale resonates deeply with a global audience. The campaign's success was evident in its widespread acclaim and ability to position Hyundai as a forward-thinking brand.
Mobile by Design
Mobile by Design, a future vision project conceptualizing a new type of car showroom in Busan. The showroom's objective was to integrate a culture of art and revolutionize the car-buying experience. Despite its innovative concept, the project did not achieve the same level of recognition as the "For Tomorrow" program. However, it still played a crucial role in shaping Hyundai's brand narrative.
I don't mean to argue that these projects are more critical than their car redesign, but these projects contributed to the brand's evolution through their impact and allowed the brand to go beyond its products to prove that a rebrand does not always require revisiting the branding to re-establish itself as a powerful brand.
