geometry Logo - History, Design, and Meaning

Chinese company Geely, which owns brands such as Volvo, Polestar, and Lotus, announced the launch of a global brand named Geometry, under which premium electric cars would be sold, at the end of 2018.

The first all-electric model under the Geometry brand, the Geometry A, was unveiled in Singapore in the spring of 2019. The new brand takes its name from a branch of mathematics that has existed for over two thousand years and describes the world as perceived by people. In the Chinese market, the brand name was changed to Geely Jihe, with 'Jihe' meaning 'Geometry' in Chinese.

Geometry provides Geely with an opportunity to establish itself in a new segment of the automotive market by leveraging its latest developments and innovations.

The visual identity of the new Geely label is primarily based on the corporate logo of the Chinese corporation, albeit with modifications that reflect the character and essence of this innovative brand.

The Geometry logo features a redrawn version of the iconic Geely emblem positioned above sleek and modern lettering, which is typically rendered in Latin characters but may also include a line in Chinese. The inscription is in uppercase using a custom sans-serif typeface and is presented in a dark gray shade.

For the emblem, the brand adopted the iconic extended Geely badge, simplifying it to achieve a minimalist and contemporary look. The emblem consists of a silver plate with six segments in two shades of gray, arranged in a checkerboard pattern, with light silver segments bulging and dark segments flat.

Although the logo's color palette and lines are simple and understated, the Geometry A badge still conveys strength and style, reflecting the brand's progressive approach and futuristic character.

The updated logo signifies the brand's commitment to modern trends by removing an outdated metallic silver element above the name. The brand name remains, rendered in a geometric sans-serif font in black, enhancing its minimalistic, stylish, and modern appearance. This continuity is crucial for young brands as they establish their visual identity and recognition.

The modern uppercase lettering in the primary Geometry badge is set in an extended sans-serif typeface with futuristic straight contours and line cuts. The closest fonts to this insignia are likely Aggie Normal, Sci Fi Bronze Regular, or Scion 650 R Bold, albeit with some modified contours.

The color palette of Geometry's visual identity combines two shades of gray and white, featuring gradients in the emblem and dark gray for the lettering. This palette exudes professionalism and sophistication, evoking a sense of timeless elegance and precision.