Volkswagen unveiled the long-awaited new brand image language of the Group as part of an event on the IAA site that was shown live via livestream worldwide. In the future it will be called "New Volkswagen".
A few weeks ago, VW had announced that the new look would not only be "brave and colorful", but also geared entirely digitally from the logo to the visual worlds. The promise was that the "brand image language will differ greatly from what Volkswagen has presented to date."
This announcement has VW now follow action.
Back to the Roots: Logo becomes two-dimensional again
Basically, it would no longer be about showing a perfect advertising world. According to marketing director Jochen Sengphiel, they want to become "more human and alive in the brand presentation, take on the customer's perspective more strongly and tell authentic stories."
As a symbol of the new strategy may apply the new logo, which is designed only in 2D optics. VW wanted a more modern, clearer and simpler logo. The new brand symbol is reduced to its essential components. It is the first adaptation since 2012. At that time, VW had designed the logo in three dimensions.
This is now over. Without the previous 3D effect, it should seem easier. "We believe we have created an icon," says Jochen Sengpiehl, adding, "We also need to rejuvenate ourselves as a brand."
Light becomes the central element. The logo will shine in the future, both on the vehicle, at the brand locations and at the dealers. If the logo was only blue and white so far, the color palette will now be extended by another shade of blue.
New Volkswagen: Design base is the logo of the sixties
Older Volkswagen sympathizers will find the logo familiar. In fact, the new logo is based on the VW logo of the 1960s. Unlike the former brand symbol, the W is not connected down. Otherwise, the differences are small.
Emotionally, the design of the 60s is still positively charged. If this spark skip again, VW will certainly like to take this effect after diesel scandal and other unpleasantness.
For the first time, the brand will also receive a sound logo that will replace the earlier trademark claim and consist of a simple spoken "Volkswagen". For this, the Group has hired Luise Helm, the voice actress of Scarlett Johansson.
The international rollout of the new brand identity begins immediately. With the unveiling of the new logo on the skyscraper of the corporate headquarters in Wolfsburg this evening, the starting signal was given.
Initially, the locations of the brand and the dealers in Europe will be converted. China will gradually follow in October and, beginning in early 2020, America and the rest of the world. The timetable provides for a changeover by the middle of the coming year.
In total, 171 markets are affected. More than 10,000 dealers and service partners around the world are replacing around 70,000 logos. This makes the Volkswagen rebranding one of the largest in the world, according to the company.
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