Hispano Suiza, the pleasure of belonging to the unique: the brand revamps its image and opens a new era

April 24, 2023 by Hispano Suiza

• Hispano Suiza presents a new corporate image, which celebrates its history and embraces its exciting future

•The company also launches a new website and a new brand video featuring the Hispano Suiza Carmen as the protagonist

•The main icons such as the logo and the stork are maintained with new monochrome adaptations and the introduction of a new colour, ELECTRIC RED.

After relaunching the brand in 2019 and having turned the Carmen and Carmen Boulogne models a reality, Hispano Suiza is ready to start a new era. The company presents a new corporate identity that brings together its history and essence and, at the same time, embraces an exciting future led by technological innovation, sustainability and a passion for luxury, qualities that have defined, and still define, the brand since its creation.

New image, same DNA

The history of Hispano Suiza, its powerful legacy, is something totally unique. Today, in the 21st century, the meaning or definition of luxury has changed, and the brand faces the challenge of reconnecting with contemporary icons. The new image has been inspired by two basic elements of the brand's structure. On one side is the concept of ??'hyperlux', a term devised by Hispano Suiza combining the words 'hypercar' and 'luxury'. On the other, the new ethos: 'the pleasure of belonging to something unique'. Hispano Suiza was the brand of aristocrats, artists, and intellectuals of the 20th century, such as Albert Einstein, Coco Chanel or Paul McCartney, so the idea was to convey what the experience of having a Hispano Suiza meant, the experience of driving something so unique.

With such a strong set of icons and symbols, like the emblematic stork, the brand understood right from the start that they should not be modified but rather enriched, with a monochrome, more elegant and, of course, more digital approach. Finding a balance between heritage and future was of paramount importance. For this reason, the shield and the emblem of the stork had to stay, but be adapted to today's digital environment.

From this idea arose the apparent dichotomy that defines the new brand image: the balance between luxury and exclusivity on one side, and the sporty and competitive DNA that has marked the history of the brand on the other. Two worlds so far apart that could seem incompatible at first, now come together in the new typefaces.

Hispano Suiza´s path to the future

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Hispano Suiza introduces today its new image that is transferred to the website (www.hispanosuizacars.com) and a new brand video. The Hispano Suiza Carmen, a symbol of excellence that transcends the automotive world, becomes the absolute protagonist of this production, where a spectacle of light and shadow interact with the energetic color red. This color, ELECTRIC RED, plays a special role in the new era of Hispano Suiza. It is the only color that the Spanish and Swiss flags have in common, therefore becoming a symbol of the company's roots.

Future Brand, a McCann Group agency, is behind the new Hispano Suiza corporate identity, whilst the video creative concept was developed by Daughter, a London based agency. Video production was handled by BAFTA, EMMY and GRAMMY awards nominee Untold Studios, specializing in music, television and audiovisual productions.

Sergio Martínez Campos, CEO of Hispano Suiza: 'We are pleased to present the image of the new Hispano Suiza, more contemporary, yet purely Hispano Suiza, recognisable at first glance. After months of work, we are extremely satisfied with the results: we are taking a step forward without changing the essence of our exciting brand. We are delighted to enter this new era, one that will be filled with news and excitement!'

The firm continuously striving to improve and evolve is a testament to the perseverance of Hispano Suiza. The company continues to work with its sights set on new projects in the short, medium and long term.

About Hispano Suiza:

Hispano Suiza is a historic Spanish automotive brand owned by the Suqué Mateu family, now in its fourth generation. Hispano Suiza Automobile Factory S.A. was founded in Barcelona in 1904 by Damián Mateu, together with technical director and engineer Marc Birkigt, also a partner in the company.

Between 1904 and 1946, Hispano Suiza manufactured more than 12,000 high-performance luxury vehicles and 50,000 aircraft engines. Currently, with its headquarters, technical center and manufacturing plant located in Barcelona (Spain), ????it embodies a spirit that combines the pride of being a Spanish brand with a solid family legacy.

In 2019, the brand presented the Hispano Suiza Carmen, its new 100% electric hypercar, and a year later, it upped the ante with the Hispano Suiza Carmen Boulogne. In total 24 exclusive units will be produced.

In 2022, the first unit of Carmen Boulogne was delivered in the United States.

Since its foundation, four generations of the Suqué Mateu family have preserved the brand, providing impetus and dynamism to maintain its significant heritage. Currently, Miguel Suqué Mateu, great-grandson of the brand's founder, is at the helm of Hispano Suiza as its Chairman.

Hispano Suiza is part of the Peralada Group, which represents the pinnacle of luxury dining and entertainment through its global portfolio of casinos, restaurants, hotels, golf courses, vineyards, music festivals and marinas.