Reduced 2D look: VW unveils new brand identity

At the International Motor Show (IAA) in Frankfurt, the Volkswagen brand unveiled its new logo and brand identity. With it, VW wants to herald a new era.

Volkswagen-Logo-2019

The new logo in a flat 2D look is clearer and reduced to its essential components. The brand identity and logo are aimed above all at high flexibility and digital applications. The realignment of Volkswagen's appearance is one of the world's largest brand rebrandings. The changeover is scheduled to be completed by mid-2020.

"The new brand identity marks the start of a new era for Volkswagen," says Jürgen Stackmann, Member of the Brand Board of Management for Sales, Marketing and After Sales. "With the formulation of new content claims and new products, the brand is undergoing a profound transformation toward a balance-sheet emission-free future for all. Now is the right time to make our brand's new attitude visible to the outside world."

"New Volkswagen" is thus to become visible and tangible in the design of the vehicles, in customer contact and in the corporate image as a whole. The new image applies to both Volkswagen Passenger Cars and Volkswagen Commercial Vehicles.

Volkswagen Chief Designer Klaus Bischoff was instrumental in developing the new corporate identity: "With the new brand design, we have created an authentic communication platform to emotionalize electromobility. Under the motto 'digital first' and 'without filters', we are showing the Volkswagen of the future."

Jochen Sengpiehl, Chief Marketing Officer at Volkswagen, explains: "We have created a new, globally holistic brand experience on all channels and across all touchpoints. Basically, in the future it will no longer be about showing a perfect advertising world. We want to become more human and lively in our appearance, take the customer's perspective more strongly and tell authentic stories."

Volkswagen's symbol and trademark is the new logo. According to VW, it is intended to be more modern, clearer and simpler. Reduced to its essential components and in a new flat 2D look, it can be used flexibly and is excellently recognizable in digital media, according to a statement. Previously blue and white, the color palette will be expanded to include another shade of blue, allowing additional color variations in the future. As the digital application with simple and user-friendly interfaces has become enormously important, the logo will be flexibly positionable in the future with the new "moving frame".

vw-logo-evolution

The evolution of the Volkswagen logo since 1937.

Sound logo instead of brand claim

Instead of a brand claim, Volkswagen is getting a sound logo for the first time, which will make the brand acoustically unmistakable in the vehicle and in communication in the future. The new brand image language is also very different from the way Volkswagen has presented itself to date - it will be bolder and more colorful. People are to move into the foreground. According to the relaunch announcement, the company wants to move away from perfectionism in vehicle photography. In the future, the focus will be on depicting realistic situations in which customers can see themselves.


Light becomes the central communication element

Light is becoming the central element in communication, just as it is in vehicles. Light is the new chrome. The logo will shine in the future - on the vehicle, at the brand's locations, and at the dealerships.

The logo, "moving frame" and lighting will also play an important role at the trading stations to create a pleasant atmosphere. Overall, the effort for the dealers will be kept as low as possible. Thus, the interior of the dealerships will not be changed architecturally.

After decades of Volkswagen using a male voice in vehicles and advertising, the brand is now becoming female. In almost all markets, a woman will speak for Volkswagen with a warm, sympathetic and confident voice.


17 agencies were involved

The strategic foundations of the new brand identity were not developed by external agencies, but by a joint team from Volkswagen Design and Marketing. Implementation involved all areas of the company - in a record time of nine months in a power house concept that Volkswagen developed specifically for this purpose. A total of 19 internal teams and 17 external agencies were involved.

Logo becomes flatter and more flexible

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