Cannes Lions

IONIQ. A new way to live and move.

HYUNDAI MOTOR COMPANY, Seoul / HYUNDAI / 2017

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Overview

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Credits

Overview

Description

Characterized by curiosity and a strong desire for change, IONIQ is always on a quest for even better solutions and ways to live. It aspires to move one step further – with focused, clear, and bright ideas. It is a lifestyle, not a product. Approaching life with an open mind and full of confidence, IONIQ radiates calm and self-assurance. It inspires others with thought-provoking questions and novel concepts.

IONIQ is unlocking a life-changing mobility mind-set that inspires customers to discover new horizons, see fresh perspectives, and shift into an unconventional mind-set. The IONIQ visual world immerses us in a world bathed in pure white–a blank canvas that has limitless possibilities. It is a metaphor for living in a brilliant world full of potential, innovation, and creativity. The color accents Active Blue represent the creative spark – the IONIQ generative impulse that inspires new ways of thinking and moving.

Execution

IONIQ brings its unique, future perspective to life in brilliant, tangible clarity- elevated from product to that of a mind-changing experience–one that is meant to touch all of the senses. The brand design, covering a comprehensive, scalable set of communication touch points, was implemented across the entire media landscape for a holistic customer experience journey–from advertising to sound and spatial design.

The brand logo symbolizes the promise of our products; the tail of “Q” representing the breakthrough moment in mobility. This breakthrough is also translated as the blue tabs on merchandise items. Hyundai Sans Light is a bespoke typeface created especially for IONIQ, reflecting the simple confidence of our messages and inviting customers to move toward the future with a confident, direct tone of voice. The bright, innovative palette of white and blue, supported by a series of cool gray tones, inspires a progressive, future-focused look and feel.

Outcome

Since 2016, IONIQ has been successfully launched in Korea, Europe, and the United States, selling over 70,000 vehicles to date. Automobiles, new market areas, and brand touch points have already been successfully launched to transform IONIQ into an ecosystem of future mobility and services. IONIQ mobility products and services add premium value to the everyday lives of our customers with flexible mobility solutions that anticipate tomorrow’s transportation landscapes, strengthening the innovation image of Hyundai.

The brand has also been a springboard for true product and design innovation, including the IONIQ electric vehicle home charger. The IONIQ Home Charger makes car charging easy and accessible to everyone, especially first-time consumers. Over 2000 units have been sold, building towards the future of cities having a strong EV charging network. In doing so, we seek to create a new generation of mobility that runs on cleaner energy and reduces environmental impact.

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2022, HYUNDAI

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