Sponsor Message
Semafor’s editorial staff had no role in this post’s creation.
The Scene
In 2015, Genesis launched as a new luxury automotive brand, swiftly defining itself through its distinctly Korean approach to hospitality, technology, and design. The car manufacturer’s dedication to its Korean roots is uniquely showcased within its process of color development. From arctic expeditions to traditional architecture, Genesis pays homage to its heritage by incorporating cultural elements into many of its colorways.
Since it first entered the market eight years ago, Genesis has garnered a series of accolades from prestigious global entities to cement its reputation as a reliable luxury brand.
The car maker’s attention to detail is as integral to its aesthetics as it is to its performance. The development process for exterior colors alone can span up to five years to perfect. These colors — and the stories behind them — are part of what makes Genesis singularly exceptional.
The Colors
Crane White
The Crane, or durumi, is one of ten symbols of longevity prominently utilized in the Joseon Period of Korean visual arts. Cranes in particular represented eternal youth, purity, fidelity, and good fortune. The Red-Crowned Crane is the symbol of Incheon, Korea’s third-largest city.
Bering Blue
For many years, scientists theorized that the Bering Strait, while frozen, was the only location where humans could walk from Asia to North America. In 2012, this theory was finally proven by a Korean expedition team boldly traversing a bridge of ice over a stormy sea.
Hallasan Green
Located on Jeju Island, Hallasan–or Mount Halla–is the highest point in South Korea, and one of three sacred mountains on the peninsula. Hallasan is covered in subtropical and alpine flora, making its majestic greenery a visual icon.
Magma
Mount Halla’s green present is due in large part to its fiery orange past. Hallasan is a massive shield volcano, whose ancient eruptions shaped Jeju Island, and with it, Korean culture. “The color symbolizes the self-confident and passionate attitude of Korea,” said Luc Donckerwolke, Chief Creative Officer of Hyundai Motor Group.
Giwa Navy and Dancheong Orange
Genesis weaves its color stories throughout its interiors as well. Case in point: Giwa Navy and Dancheong Orange. Giwa Navy references Korea’s distinctive roof tiles, while Dancheong Orange is named after the decorative colorings on traditional Korean wooden buildings. Bold orange stitching traced along a navy fabric interior evokes this historic architectural pairing.
Vik Black
Iceland’s village of Vik is world-renowned for its black basalt beach and towering offshore sea stacks—which, according to folklore, were trolls who were turned into pillars of stone by the light of dawn. The beach is also one of the wettest places in Iceland, a quality Vik Black evokes by pairing a pure black hue with a vibrant shimmer brought to life by particles called Black Diamond Pea.
Tasman Blue
Surrounded by dense forests, Abel Tasman National Park is located on the north shores of New Zealand’s southern Island. Tasman Blue, a captivating blue-green shade, is inspired by Aurora Australis, or the Southern Lights, as seen by a Genesis designer in Tasman’s night sky.
Uyuni White
Located in Bolivia, the Salar De Uyuni is the world’s largest salt flat. At over 10,000 sq. kilometers, its bright, reflective surface stretches as far as the eye can see. Uyuni White, with its pearlescent, creamy-white allure, traces its origins to these expansive flats.
The View From Genesis
Taeksung Nam, head of the Genesis CMF team, knows firsthand the painstaking process of bringing color to vibrant life. He works meticulously with engineers and designers to capture the spirit of each Genesis vehicle.
“We extensively talk with our exterior designers about the car’s body shape and whether we want to give it a majestic or sleek feel,” Nam said. “Those discussions culminate in what we call a style concept. In line with these concepts, we then suggest color concepts, select a specific color palette, and generate numerous color variations. We also experiment with particle sizes to see how they complement the [model’s overall] style. We ultimately settled on a single color after exploring countless candidates.”
Nam’s process of precision has certainly paid off. “A few years back, we invited paint experts with some 30 years of experience to conduct a blind test against our competing brands,” Nam said. “Even we were shocked to see that we received the highest score.”
Now What?
While Genesis remains dedicated to telling its unique color story, it is also empowering their clientele to tell their own, through their bespoke One of One program. One of One, which Genesis debuted in December 2023, allows buyers to personalize their cars like never before, including customized colorways.