Prepare to See the “New Volkswagen”… with a Fresh New Logo
As you know, a new era at Volkswagen will debut when the German automaker hosts the world premiere of the ID.3 at the 2019 Frankfurt Auto Show on September 10.
This car is the first in a series of next-generation, long-range electric vehicles to be sold by Volkswagen in the coming years. We’re promised a revolution similar to the one brought forward decades ago by the Beetle and the Golf.
- Also: Volkswagen’s Next-gen EVs to Start with “ID.3”
- Also: Volkswagen ID. Buggy Concept: Driving an Electric Dune Buggy
That’s not the only historic debut we’ll see in Frankfurt, however. The company will present its new logo and its new brand design to the public under the motto of “New Volkswagen.”
This is part of a strategic transformation initiated almost four years ago in the wake of “Dieselgate.” Volkswagen not only wants to focus on zero-emission and connected vehicles, but also a reorientation of content and a significantly younger and more modern image.
“New Volkswagen” will become visible and perceptible in the design of the vehicles, in customer contacts and in the corporate presentation as a whole, Volkswagen claims. The goal is to create a new customer experience that is modern and fascinating throughout the world and across all channels.
The new presentation will be bolder, more colourful and digitally oriented. The brand’s visual language will be very different from that projected by Volkswagen to date.
Also, the focus will no longer be so much on the car as on people’s lives and mobility experiences—hence the pictures released by the company today.
“As a general principle, the aim in future will not be to show a perfect advertising world,” said Jochen Sengpiehl, Chief Marketing Officer of Volkswagen. “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.”
The symbol and trademark will be the new logo, which will apparently be reduced to its essential elements and presented with a flat and two-dimensional design.
Not only that, but for the first time Volkswagen will have a sound logo, which will replace the former brand claim. In addition, the brand will have a female voice in the future.
The changeover will be implemented step-by-step in North America from the beginning of 2020. All in all, about 70,000 logos will be replaced at more than 10,000 facilities in 171 markets.