Keep your distance: This is particularly important in the Corona crisis. That is why VW has now slightly revised its logo in some places – just a few months after it was introduced at enormous costs.
“Thank you for keeping your distance” – this is the message behind the logo that VW has now placed on the Internet. Appropriately, the V and the W in the logo have moved far apart. VW wants to remind that we should all keep at least 1.50 meters apart during the Corona crisis.
Ads, hashtags on Twitter or spots on TV – many companies use various options to raise awareness of the dangers of Corona. However, the fact that a global corporation provides its logo for this – although of course not permanently (the well-known logo is still the official one) – is an absolute exception. It should now show the last of the extent of the problem.
Photo series with 15 pictures
Keep your distance: Audi has also changed its logo. The rings, which are otherwise connected to each other, are now at a distance from each other. (Source: manufacturer)
Because the logo is the sanctuary of every brand. “It compresses the values and principles of a company into one symbol,” says industry expert Prof. Ferdinand Dudenhoffer from the University of St. Gallen t-online.de. And social responsibility plays a very important role in corporate values. Dudenhoffer is impressed that VW and Audi use their visual language to warn of Corona.
Does VW also want to present itself as a new, changed group? “Of course, you wouldn’t have done it under the former CEO Winterkorn,” says Dudenhoffer. “Back then VW was more like Siberia.”
Incidentally, VW also acts more modern, personable and human with such actions – and not like a company that sells millions of illegal cars out of pressure and greed for money.
Nevertheless: “It is good that everyone, including large companies, draw attention to the great threat our society faces from corona,” says Dudenhoffer. And there is no better tool than the alienation of their logo.