Harnessing Star Power
Launched in 2023, Galaxy is a fresh high-end EV series from Geely Automotive - one of China's largest and oldest car marques. The new Galaxy series is the north star of their volume line-up. The concept for the car design and branding is inspired by futuristic ambitions skyward, and defined by stability, safety and stellar innovations.
My Role
Design Director
Scope of Work
Creative concept development
EN and CN wordmark design
Application design
User Interface and HMI design
Concept video development
Credits
MetaDesign China:
Sally Anderson, Qiao Qi, Yvonne Yu, Todd Balazovic
Challenges
The EV evolution has arrived in China. Fueled by a newfound sense of individualism and self-expression from young Chinese consumers, the EV segment has rapidly stratified as dozens of new brands and products emerge almost daily exploring this untested space.
Seeking to capture fresh momentum in China’s NEV market, the Geely Galaxy debuted the first of seven new high-end volume models with the Galaxy L7 – featuring a futuristic new design language and best-in-class intelligence, but at a lower price than Geely’s premium Zeekr subbrand. Leveraging Geely’s strongest NEV offerings from their volume-led Geometry product series, enhanced with a focus on imaginative innovations and intelligent technologies.
Strategy
The model concept and name act as an anchor for a design language that captures the wonder and fascination of the galaxy. From a dynamic evolution of Geely’s masterbrand symbol, to the dream-like layout and image style approach. Crisp and precise. With a powerful sense of cutting-edge technology. Each element seeks to journey further into the Galaxy concept, while remaining grounded in the Geely masterbrand.
Smooth & Technical
Both the Chinese and English logo wordmarks carry forward the brand’s premium spirit, balancing bold technology with human features.
Inspired by starlight, the Chinese wordmark echoes the brand symbol - magnifying its central points to form the upper strokes in the character “吉” (ji), while mirroring the square pattern to form the lower part of the character. Meanwhile, the ‘X’ in the English wordmark captures a feeling of cutting-edge technology. Both wordmarks are treated with subtle, smooth detailing to project accessible, futuristic technology and thoughtful comfort.
Inspired by starlight, the Chinese wordmark echoes the brand symbol - magnifying its central points to form the upper strokes in the character “吉” (ji), while mirroring the square pattern to form the lower part of the character. Meanwhile, the ‘X’ in the English wordmark captures a feeling of cutting-edge technology. Both wordmarks are treated with subtle, smooth detailing to project accessible, futuristic technology and thoughtful comfort.
Striking Serenity
Two multidimensional grey tones – a soothing ‘Rocky Grey’ and a stark ‘Metallic Grey’ – are the cornerstone of the Galaxy’s color palette, working in tandem to project a feeling of clean, stress-free technology. They work in brilliant contrast with the highlight color ‘Vibrant Wave Blue’, which captures a sense of high-tech, imaginative breakthroughs.
Twinkling Details
Like the dark matter of the universe, we drew from the negative spaces found within our logo to form our starlight signature graphic. Reduced and simple, its flexibility delivers a twinkle of fascination across applications both digital and physical.
Facing the future
Inspired by the beauty of the galaxy, our design is bold and futuristic, providing a seamless experience for users as they navigate through the digital landscape and discover the new world of endless possibilities.
Meteoric Impact
Unveiled alongside the Galaxy L7 model in early 2023, the new Galaxy product series and brand design captured the imagination of Chinese consumers with thousands of pre-orders following the reveal. The new look and feel has since been enacted across hundreds of retails spaces throughout China.
The copyright of the material appearing in this article belongs to its legal holder and is only for dissemination and non-commercial use. If your rights are unintentionally violated, please contact me in time.
文中出现的素材版权属于其合法持有人，仅供传播使用，非商业用途。如无意侵犯到您的权益，请及时联系我处理。
