Towards a new era of mobility
Brand Director, Helen Hsu
Displaay Type Foundry
Studio Johan Alenius
JIDU is a joint EV venture between Geely and Baidu. Geely is a leading car manufacturer and now the owner of many brands, including Volvo, Polestar, Geely Auto, and Lotus. Baidu is a leading AI company at the forefront of internet search and online marketing solutions. The venture fuses the two companies' areas of expertise to create the future of mobility – a combination of cutting-edge engineering and state-of-the-art AI technology.
Our task was to develop a visual identity that embodies the ambitions of this new venture, incorporating the intelligence of machine learning and the vivid urban landscapes of the Chinese metropolis. The pilot car launched mid-2022 and features level 4 autonomy – the highest level of autonomy ever integrated into a car.
The pixel is an integral part of the identity: it both mirrors the digital-first approach and symbolizes data as a foundation for autonomy.
Violet accents the monochromatic palette, representing technological intelligence.
Together with Displaay we developed a bespoke typeface that features the pixel as an element throughout the characters.
To balance the typographic expression, we commissioned CoType to develop a typeface based on Aeonik that could pair with the display typeface and work across all text use.
The many levels of the identity lend themselves to be employed seamlessly between different physical environments.
To explore the aesthetics of advanced technology, we collaborated with Thais Altès to create visualisations on this theme.
We worked together with Tendril on the Jidu brand video, exploring the pixel as a portal.
Wayfinding & Signage