VW has created a uniform global 360° brand experience which the company says is more modern and authentic. The new Volkswagen logo with its flat two-dimensional design is clearer and has been reduced to its essential elements. Visually, the design has gone through its most significant change in the history of the brand, showcasing not only the hovering “W” but also a slimmer style.
The brand design and the logo aim for high flexibility and are intended for digital applications. “New Volkswagen” can be seen and experienced in the design of the vehicles, in customer contacts and in the brand presentation as a whole. The new brand design applies both to Volkswagen Passenger Cars and to Volkswagen Commercial Vehicles.
Jochen Sengpiehl, Chief Marketing Officer of Volkswagen, explains: “We have created a new holistic global brand experience on all channels and across all touch points. As a general principle, the aim in future will not be to show a perfect advertising world. In our presentation, we want to become more human and livelier, to adopt the customer’s perspective to a greater extent and to tell authentic stories.”
In VW’s description, the symbol and trademark will be the new logo. It 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. This 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 colour 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.
On top of this, Volkswagen will also have a sound logo for the first time. This will also make the Volkswagen brand distinctive in acoustic terms, both in the vehicle and in communications.
It is also further explained that the new visual language of the brand will be very different from that presented by Volkswagen to date – it will be bolder and more colourful. The focus will be on people. The brand will no longer concentrate on perfectionism in vehicle photography. In 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.
As for the voice presentation, the brand has used a male voice for several decades to present its vehicles and for advertising purposes. This has changed and the brand is now to become female. On almost all markets, a woman with a warm, pleasant and confident voice will speak for Volkswagen.
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