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Galleries // 2013 Spark:Communication // Hyundai PYL
Winner - Silver
Designer: Mr. Karim Rashid - Designer
Design Type: Brand Identity
Company / Organization / School: INNOCEAN Worldwide
Hyundai Motor Company has collaborated with renowned designer Karim Rashid to create the Hyundai PYL (Premium Younique Lifestyle) brand. This brand identity is best defined as the joint between design and technology, with an effort to target young, hip consumers who favor unique and emotional designs. Hyundai has included the i30, i40 and Veloster under the PYL brand umbrella in the domestic market. The main feature in the PYL brand showcase is a European mid-sized i40 Art Car with two different exterior graphics- “Supernova”, a colorful explosion of triangular shapes, and “Haze”, a spectrum of sophisticated and dynamic waves that flow prismatically across the surface. Both designs intend to capture the speed and movements of the automobile, while strategically highlighting the unique qualities of the i40. A luggage set- a sub-collaboration with Heys Luggage International, and a part of a special collection of accessory pieces in the PYL brand- is available with the same two signature graphics, conveying distinctive design while maintaining the traditional function of these everyday travel items.