exeed Logo - History, Design, and Meaning

Chery Automobile, the parent company, was founded in 1997 in Anhui Province, eastern China. The first two years were dedicated to recruiting personnel and establishing the material and technical base. In May 1999, the company began manufacturing engines, and by December, the first cars rolled off the assembly line.

The debut model was the Fengyun sedan, assembled using Ford equipment purchased from Great Britain. Initially, Chery focused solely on the Chinese market, but by 2009, the company was exporting cars to several dozen countries, with that number continuing to grow.

Chery has traditionally focused on small cars, which led to the decision in 2017 to create a separate division for premium crossovers and SUVs, thus marking the beginning of the Exeed brand. An international team of specialists from five countries—USA, Canada, Germany, Great Britain, and South Korea—was assembled to create and develop the Exeed brand.

The name EXEED was chosen intentionally, as the brand aimed to 'surpass boundaries and limits.' This clearly indicates that consumers should expect more from Exeed vehicles than from other standard models, and this expectation is indeed met.

Interestingly, the first country where Exeed planned to establish its dealer network and officially supply cars was the UAE, but it ultimately became Russia.

The company announced the start of serial production in 2019 at the international exhibition in Shanghai.

In 2021, Exeed launched the VX concept model, which became the flagship of the Chinese sub-brand's lineup. This crossover features outstanding performance, distinctive design, and premium equipment. As of 2023, Exeed vehicles are sold in China, the CIS, South America, and the Middle East.

In 2023, Exeed unveiled its first electric vehicles: the ES sedan and ET crossover from the new Sterra series. These cars will be equipped with functional traction batteries from CATL, emphasizing superior aerodynamics, interactive exterior options, and an advanced entertainment system from Huawei, with an expected range of up to 700 kilometers.

Today, the Exeed range includes premium-class SUVs that perfectly balance high technology, comfort, aesthetics, and safety with competitive pricing. The LX, TXL, and VX models cater to those seeking maximum value without the high cost of brand prestige.

In terms of visual identity, Exeed follows a 'luxury path' and uses a sleek, soft shade of gold for its logotype. The brand has opted for a lettering-only emblem, reflecting its progressive and innovative design and production approach.

The logo of the Chinese automaker consists of two parts: the English lettering on the left and the Chinese name on the right, both in a smooth, slightly pinkish gold color. When placed on Exeed cars, the gold appears more intense and shiny. The logotype is executed in a custom sans-serif typeface with extended characters, creating a confident and solid appearance.

The uppercase lettering of the primary Exeed logo is set in a custom sans-serif typeface, resembling commercial fonts like Akrux Bold or Tactic Sans Extra Extended Bold, but with softened angles on the first and last characters.

The color palette of Exeed's visual identity is based on a pinkish shade of gold, which also exhibits some orange tones when applied to the cars. This color imparts a luxurious and chic look to the emblem, highlighting the brand's focus on quality and style.