As subsidiaries of Hyundai Motor Group, Hyundai Card and Hyundai Capital initially shared the corporate identity of their mother company. However, using a CI of a manufacturing company interfered with establishing an image as financial companies. Hyundai Card and Hyundai Capital needed a new and independent image that could help them grow as professional financial companies.
We proposed that the new identity should reflect the unconventional and fast-paced nature of the financial industry, and therefore should be radically different from its mother company’s identity. We defined the new CI concept as personality, distinction, and freedom and took graphic motif from the shape and proportion of a credit card to develop the wordmark.