Automotive

Published on August 24th, 2019 | by Daniel Sherman Fernandez

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Volkswagen announces logo change and global rebranding

It will be 2D and in more colours

The Volkswagen brand has announced what it will present at the Frankfurt Motor Show that will be running in a few days. This year it will celebrate two major world premieres at home.

The first series electric car, the ID.3 , but also two other things will be brought to the center of attention : the new logo and its new brand design under the “New Volkswagen” engine.

After Beetle and Golf, ID. 3 will introduceVW into a new era which will be electric, fully connected and carbon-free. Thestrategic transformation with a reorientation of sustainable content andproducts, initiated almost 4 years ago, will now become visible with the newbrand design. The presentation will focus on VW’s connection with youth,digitization and connectivity.

The symbol and trademark will be the newlogo. It will be more modern, clearer and simpler. The logo will be reduced toits essential elements and presented with a new design, which is flat andtwo-dimensional. Thus, it will be able to be used in a more flexible andparticularly recognizable way in digital media. All also apply to brand newsigns such as icons, typography, colors or layouts.

For the first time, the VW brand will alsohave an audio logo that will replace the old one, and in the future the voicethat will accompany it will be a female one.

The press also says that instead of thecurrent black background, three colors will be used: white (for most models),blue (for electromobiles) and red (for sports models).

The international application of the newbrand design will start at the Frankfurt Motor Show. A starting signal will begiven by unveiling the new logo on the tallest building at Wolfsburg companyheadquarters. The transition will be implemented in several stages using acost-optimized approach and resource conservation.

Initially, the locations of the brand anddealers in Europe will change their Eastern concept, followed by those in Chinain October. The transition will then be implemented step by step in North andSouth America, as well as in the rest of the world by the beginning of 2020.

All 171 Volkswagen markets will beaffected. Approximately 70,000 logos will be replaced at over 10,000 dealersand service centers around the world.

This Volkswagen rebranding exercise will beone of the largest such operations in the industry worldwide.


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