Wolfsburg – At this year’s IAA International Motor Show in Frankfurt, the Volkswagen brand is celebrating two world premieres. In addition to the full-electric ID.3, the brand is presenting its new logo and its new brand design to the public under the motto of “New Volkswagen”. After the Beetle and the Golf, the ID.3 will usher in a new era for Volkswagen – electric, fully connected and balance sheet carbon-neutral. The strategic transformation with a reorientation of content and sustainable products, initiated almost 4 years ago, is now to become visible with the new brand design. All in all, the presentation of the brand is to become significantly younger, more digital and therefore more modern.
In contrast to normal practice in the industry, the new brand design was not developed by external agencies but by a joint team of Volkswagen Design and Marketing. The design was implemented with the full integration of all departments of the company in the record time of nine months using a powerhouse concept developed by Volkswagen especially for this purpose.
The new presentation will not only be bolder and more colorful but will also be digitally oriented from the brand logo through to the world of images. The brand’s visual language will be very different from that projected by Volkswagen to date. Jochen Sengpiehl, Chief Marketing Officer of Volkswagen, explains: “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.” In future, the focus will no longer be so much on the car as on people’s lives and mobility experiences.
The symbol and trademark will be the new logo. This will be more modern, clearer and simpler. The logo will be reduced to its essential elements and presented with a new design that is flat and two-dimensional. It will allow more flexible use and will be outstandingly recognizable in digital media. This also applies to the new brand signals such as pictograms, typography, colors or layouts. For the first time, the brand will have a sound logo, which will replace the former brand claim. In addition, the Volkswagen brand will have a female voice in the future.