The Volkswagen brand has 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.3 at the same time.
With its new brand design, VW has created a uniform global 360° brand experience which is more modern. 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 realignment of Volkswagen’s brand design is one of the world’s largest rebranding campaigns. The changeover to the new brand design is due to be completed by mid-2020.
The new visual language of the brand will be very different from that presented by Volkswagen to date – it will be bolder and more colorful. The focus will be on people. Volkswagen will no longer concentrate on perfectionism in vehicle photography. In the future, the main objective will be to present realistic situations that customers can identify with.
As in the case of the vehicle, light will also play a key role in communications. Light is the new chromium. In future, the logo will be illuminated, on the vehicle, at the brand locations, and at the dealerships.
At the dealerships too, the logo, the moving frame, and light will play a key role, with a view to creating a pleasant atmosphere. In general, the cost to dealers will be kept as low as possible. In architectural terms, there will be no change to the interior of the dealerships.
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.