maxus Logo - History, Design, and Meaning
Company Overview
SAIC Maxus Automotive Co., Ltd. (Maxus) is a light commercial vehicle manufacturer and a wholly owned subsidiary of SAIC Motor. Founded in March 2011, the company began sales to Australia in 2012 under the original LDV name. Sales also resumed in the UK under the LDV brand.
Key Information
- Founded: 2011
- Founder(s): SAIC Motor
- Headquarters: Shanghai,
maxus Logo Meaning and History
Maxus was initially launched as LDV Maxus by the LDV Group in 2004 in the United Kingdom. In 2010, the brand was acquired by China's SAIC Motor Corporation, leading to its rebranding as Maxus. Over the years, the company has made significant progress in the automotive industry, developing electric and hybrid commercial vehicles that have won numerous awards. Their commercial vans are praised for fuel efficiency and ergonomic design, serving various industries like logistics, transportation, and emergency services. Currently, Maxus is diversifying its vehicle lineup, introducing passenger vans and electric minivans. They are expanding aggressively in international markets, focusing on sustainability and technological advancements to strengthen their position in the competitive automotive sector.
What is Maxus?
Maxus is a Chinese automotive brand specializing in electric vehicles, commercial vans, and utility vehicles. Owned by SAIC Motor Corporation, one of China's largest automotive companies, Maxus was established in 2011. The company has a global presence, exporting to various countries including the UK, Australia, and several nations in the Middle East and Southeast Asia.
The Maxus logo consists of two elements: a stylish metallic silver emblem and a black inscription underneath. The emblem features a wide letter 'M' with an arrow pointing upwards above it, creating an illusion of a letter 'A'. It has a three-dimensional and futuristic appearance. Its metallic silver color is associated with modern technologies. The inscription underneath features smooth, thick strokes that form geometric, all-uppercase characters. The black color gives the logo a more sophisticated and solid impression.
The symbol from the previous emblem now has an oval frame, with the two shapes joined to create a more cohesive look. The designers also changed the silver color to a cooler shade to better match the blue inscription underneath. Besides changing the size of the inscription in relation to the emblem above and the color, no adjustments were made to the font. Although the emblem above now resembles those of other famous brands, the name and the emblem were unharmonious.
Interestingly, despite updating its logo, the automotive brand has consistently used the same font. This successful choice has allowed the company to maintain a recognizable brand image while modernizing and improving the logo in other aspects. Recently, the company reverted to a black color that pairs better with the silver emblem above. The latter was slightly redrawn and has a flatter appearance with a rhombus shape in the center. These modifications made the symbol look more polished and modern.
