VW launched a new identity to represent the beginning of the company’s new era: fully electric, networked and emission-free.
During the International Motor Show (IAA) in Frankfurt, the German automaker Volkswagen unveiled its first electric car for the masses called ID.3s; and with it, a new logo and identity to represent the beginning of a new era for the company: fully electric, networked and emission-free.
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The company is evolving from a pure automaker into a provider of mobility services and smart devices, looking forward to turn the page on the diesel emissions scandal that damaged its reputation and sent executives to prison.
“2019 is the year of “New Volkswagen”. The comprehensive rebranding is the logical consequence of this strategic reorientation. A new era is now beginning for the brand,”
Jürgen Stackmann – Member of the Brand Board of Management
The design was developed in nine months, and involved a total of 19 internal teams and 17 external agencies. It is one of the world’s largest rebranding campaigns with 171 markets concerned, and will be applied on all channels and across all touch points, creating a holistic global brand experience.
The rebranding is based on the motto “digital first” and “no filter”, and represents the new personality of Volkswagen: human, open, inviting, transparent, responsible and authentic.
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The new VW logo has been reduced to its essential linear elements (similar to the 40’s version), and for the first time ever, the W has been separated from the circumference. Additionally, the baby blue color used in some of its past version has been brought back to the brand’s color palette, which I think makes logo look cleaner and lighter, aligning it to the idea of clean energy.
The new emblem features two different line weights between the monogram and the circle, and I know a lot of designers have complained about it saying that it makes it look imperfect. However, for me, this contrast is a smart trick to make the eyes focus on the monogram, especially when it is reduced to a small size.
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A new layout-system called “The moving frame” has also been created to allow a flexible positioning of the logo at the most effective point in a composition, instead of always positioning it at the bottom right corner as they’ve had been doing.
This might look like a simple solution, but when it is taken to the next level at the dealerships and in the car’s bumper grill as an illuminated line, it really comes alive. In the future, the logo will be illuminated on the vehicle and will play a key role in communications.
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Photography will also play a key role in the new design, it will be more colorful, natural and focused on people. The brand visuals won’t longer concentrate on the perfect vehicle, but on realistic situations that customers can identify with.
“As a general principle, the aim in future will not be to show a perfect advertising world. In our presentation, we want to become more human and more lively, to adopt the customer’s perspective to a greater extent and to tell authentic stories.”
Jochen Sengpiehl, Chief Marketing Officer of Volkswagen
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Another first, is the new sound logo that will make the brand distinctive in acoustic terms, both in the vehicle and in communications. On almost all markets, a woman with a warm, pleasant and confident voice will speak for Volkswagen. You can hear it in the video below.
The design roll-out will start in Europe, followed by China in October; it will then be implemented step-by-step in North and South America as well as the rest of the world from the beginning of 2020.
As you can see, this is really a 360° brand redesign, it is incredible that they were able to achieve it in only 9 months! Considering all the people that needed to be involved and had an opinion. It is really nice to see how they are coming back with a fresher and more honest look after all the controversy, that’s the power of design, the power of changing a brand’s perception.
But well… At least that’s my F opinion
8 replies on “Volkswagen’s new identity”
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