Geely Auto Group, the Chinese automaker based in Hangzhou, introduced its current logo on January 1, 2023, via its social media channels. The redesigned emblem replaces the previous three-dimensional shield with a flat, minimalist mark that the company said “signifies our all-new brand aspiration to be more open and unlimited in the future.”[1]
Design and History
The 2023 logo is a simplified, two-dimensional evolution of the “Innovative Geely 4.0” emblem that preceded it. Both versions feature a wide grille-like shield with six panels, a horizontal bar, and two vertical lines, a design lineage that dates back to Geely’s 2013 “Refined Cars 3.0 Era” logo.[2] The new mark strips away the chrome, gradients, and black-and-blue segments of earlier versions in favor of a flat white grille pattern.[2]
According to Geely’s official announcement, the new logo “inherits and extends the visual DNA of the Geely brand, with shield and gemstone elements incorporated into its minimal design.”[3] The company described the redesign as its “first step to pursuing smarter and more technological products for our customers.”[2]
Geely’s logo history extends back to the company’s founding era. The earliest Geely logo depicted a red mountain silhouette formed by a pattern of six sixes (666666), a reference to the Chinese idiom liùliù dà shùn, which expresses the hope that “everything will go smoothly.”[4] In 1997, the logo evolved to a white mountain on a sky-blue background encircled by the Geely wordmark.[4]
In 2007, Geely unveiled a new logo selected through a global design contest that drew 27,336 entries from more than 100 countries. The winning design, by Yue Xiande from Anhui province, was announced at Beijing Geely University on November 6, 2007.[5]
In 2013, Geely Auto adopted the gold-rimmed, six-segment shield logo, which the company said reflected its commitment to safety and its ambition to see its products travel the world.[4] This design was updated in 2019 with a silver trim for the “Innovative Geely 4.0” era.[4]
Meaning and Symbolism
The 2023 logo introduced a new brand color called “borderless blue,” which Geely said symbolizes “endlessness and vastness” and represents “the nature of water, which nurtures all things.”[3] The company also stated that the new color scheme depicts its vision of “creating sustainable ecological values for the global environment and low-carbon intelligent mobility in the future.”[3]
The shield shape continues Geely’s long-standing visual identity. The 2013-era shield was described by the company as a testament to Geely Auto’s commitment to safety, with black and blue segments representing the earth and sky.[4]
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