Create a mobile home,
Create happiness
Founded in 2015 by auto and technology entrepreneur Li Xiang, Li Auto leverages his rich experience in the auto industry to create EV cars and services defined by genuine needs and insights for family users - safety, comfort and convenience.
In a sea of EV brands laser-focused on technology, Li Auto lifts families into focus. Reflecting the founder's own beliefs that all passengers must be considered equally, with products that are easy, intuitive and take design to the next level. MetaDesign worked closely with Li Auto to formulate a brand strategy defined by their new brand mission "create a mobile home, create happiness", setting the stage for family-focused technology with warmth and approachability.
Inspiring the new identity is the 'Simple, but moving' design concept, representing Li Auto as an intuitive, effortless brand that is always moving forward - both cars and people.
Moving away from the industry standard of metallic, cool colors to reflect technology, Li Auto confidently revealed its new brand color Deep Green. Symbolizing nature and the expansive journeys families can take together, as well as the company's commitment to sustainability. Reinforcing the natural elements and bringing warmth to the palette is the secondary color Sand, a reflection of family joy and morning sunshine.
A beautiful new brand image style places people front and center. Highlighting where we go, what we do and how we get there - together. Unique angles and perspectives breathe authenticity into the imagery, while the car is framed to give the impression of a home-like space - no matter where the journey takes us.
To further realise the 'Simple but moving' brand design, the Li Auto Branding Team in partnership with FounderType, developed a custom bilingual typeface Licium Font 2022. The typeface balances precision technology, with a human touch in every element of the design.
The logo, typeface, colors and image style all work within a newly-defined layout system. Optimized for digital, it brings a consistent clarity to Li Auto's brand communications.
The refreshing new brand identity was revealed in June as Li Auto ushered in the launch of their next generation flagship model - the Li L9. Both the model and brand design were met with immediate enthusiasm by customers, with a surge of new orders and reservations.
Contact MetaDesign Beijing mail.bei@metadesign.com +8610 85 88 32 58
