Chery Automobile Co., Ltd. is one of the leading automobile manufacturers in China. Founded in the year 1997 in the city of Wuhu in Anhui province, it produces a range of commercial and passenger vehicles, with Arrizo, QQ, and Tiggo being the famous models. The Chery logo and its evolution reflect the growth, design philosophy, and ambition of the company to become a global player in the automotive industry. This article explores the evolution of the Chery logo over the years.
The Genesis of the Chery Logo (1997) (Prelaunch)
The first logo of Chery was designed in 1997, during the pre-launch of the company. It comprised a graphical emblem featuring the letter “A” in black enclosed within a horizontal oval frame. The two legs of the letter “A” crossed the bottom portion of the oval frame.
(1997-2001)
The prelaunch logo was redefined a few months later by discarding the black and embracing a red-and-white colour palette. The oval frame was given a few cuts to add freshness and airiness to the emblem. Under the emblem was written the brand name in black uppercase and in a sans-serif typeface.
(2001-2013)
In 2001, the emblem constituting the letter A and the oval frame were designed in a silver palette. Also, the three-dimensional oval frame was open at the top in two places and at the bottom in one place. Besides, the stylised letter “A” did not have any horizontal bar. Beneath the emblem appeared the brand name in uppercase and a dark red colour palette, which was rendered in a sans-serif typeface.
(2013-2023)
The 2013 version featured an abstract interpretation of the letter “A” that formed part of the emblem. The legs of the letter “A” were fused to the three-dimensional and volumetric oval frame rendered in a gradient metal hue. Further, the earlier cuts to the oval frame were removed. The brand name below the emblem was written in crimson red and using a sans-serif typeface.
(2023-Present)
The 2023 logo iteration was more minimalist, with the emblem and the brand name crafted in black. Although all the elements of the previous iteration were retained, the bars of individual letters were cut diagonally, and the letter “R” showed a vertical cutout at the top.
The Elements of the Chery Logo
Font
The original logo featured a bold, italicised letter “A” enclosed within a circle. This design emphasises a sense of dynamism and forward movement and aligns with the youthful identity of the brand at the time. However, in the current logo, Chery employs a thin, elegant sans-serif font. This choice reflects sophistication and modernity and moves away from earlier designs that were more aggressive in style. The streamlined font enhances readability and gives the brand a contemporary feel.
Colour
The current logo maintains a strong black colour that symbolises passion and dynamism and aligns with contemporary design trends.
Finally
The Chery logo and its various iterations over the years are indicative of the company’s journey from a local manufacturer to an internationally recognised automotive brand. Each redesign reflects changes in design trends and Chery’s strategic shift towards innovation and quality in response to global market demands.