A new female voice for the brand too
On the first press day of the IAA International Motor Show in Frankfurt, Volkswagen unveiled its new logo and its new brand design. This world premiere marks the start of a new era for Volkswagen, accompanied by the presentation of the full-electric ID.31 at the same time. The new Volkswagen logo with its flat two-dimensional design is clearer and has been reduced to its essential elements. The brand design and the logo aim for high flexibility and are intended for digital applications. The changeover to the new brand design is due to be completed by mid-2020.
The new brand design applies both to Volkswagen Passenger Cars and to Volkswagen Commercial Vehicles. Volkswagen’s Chief Designer Klaus Bischoff, who played a key role in the development of the new corporate identity, stressed how in the new brand design, VW created an authentic communications platform for the emotional presentation of e-mobility. They focused on showing the Volkswagen of the future under the motto of “digital first” and “no filter”.
The global changeover is to be implemented using a cost-optimized, resource-conserving approach. Initially, the brand’s locations and dealers in Europe will be changed over, followed by China in October. The changeover 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. The roll-out is to be completed by the middle of next year. Volkswagen’s rebranding is one of the largest projects of this type in the industry worldwide. All in all, 171 markets are concerned. At the 10,000 facilities of dealers and service partners throughout the world, about 70,000 logos will be replaced.
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. To date, the logo has been blue and white. A new blue tone is now being added, allowing additional color variants. As the digital application with simple, user-friendly interfaces has become extremely important, the logo will be positioned flexibly with the new “moving frame” in the future.
For several decades, Volkswagen has used a male voice to present its vehicles and for advertising purposes. The brand is now to become female. On almost all markets, a woman with a warm, pleasant and confident voice will speak for Volkswagen.