The brief that landed on Elias’s desk was thinner than a napkin, but heavier than a dictionary. It contained three photos of the new Hyundai Ioniq 9—a sleek, aerodynamic whale of a vehicle—and two words typed in Arial: New Font.
The story of the font is ultimately the story of the brand: a transition from a manufacturer of machines to a designer of experiences, where even the shape of a "T" is engineered for a smoother ride. Hyundai Identity Guidelines - Shift Agency hyundai harmony font
Prior to 2016, Hyundai utilized a modified version of the neo-grotesque typeface for its corporate communications. While Univers is a classic of Swiss design—neutral and clear—it lacked the distinct character necessary to distinguish Hyundai in an increasingly crowded automotive market. As Hyundai’s design language shifted toward the "Fluidic Sculpture" and later "Sensuous Sportiness" vehicle aesthetics, their typography needed to follow suit. The brief that landed on Elias’s desk was
: Applied across mobile apps, the brand's official website, and digital user manuals. Hyundai Identity Guidelines - Shift Agency Prior to
Because it is a proprietary font, Hyundai Harmony is not available for public or commercial use without a license. For Employees/Partners : Official assets are typically found on the Hyundai Brand Portal For Developers : Web-safe alternatives like
The font was created to reflect Hyundai's brand vision of . Its design focuses on: