In one of our previous reports, Volkswagen told the world that they would be unveiling its new logo this month. At the International Motor Show in Frankfurt, they’ve done good with their word and did exactly what they said. Many wondered how their alignment towards being a younger, digital, and modern brand will change their logo.
Wonder no more, as the new badge and trademark of Volkswagen is what you see below.
“The new brand design marks the start of the new era for Volkswagen. By formulating new content and with new products, the brand is undergoing a fundamental transformation towards a future with a neutral emission balance for everyone. Now is the right time to make the new attitude of our brand visible to the outside world,” says Jürgen Stackmann, Member of the Brand Board of Management responsible for Sales, Marketing and After-Sales.
Looking at it, it is clearer and simpler, indeed. The new flat and two-dimensional design allow more flexible use and will be “outstandingly recognizable in digital media” according to Volkswagen. The logo retains its blue and white color, with a new blue tone added into the palette. 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.
Instead of a brand claim, Volkswagen will have a sound logo for the first time as well. This will make also make the Volkswagen brand distinctive in acoustic terms, both in the vehicle and in communications.
For several decades, Volkswagen has used a male voice to present its vehicles and for advertising purposes. The brand is now to become female. The reason? Volkswagen believes that in almost all markets, a woman with a warm, pleasant and confident voice could better speak for their brand.
Along with all their digital assets and presence, the new logo along with the “moving frame” and the use of light will be seen across all Volkswagen dealerships; the completion worldwide is pegged by mid-2020.
We can imagine how this may all seem contrary to what many expected (read:something that is literally bolder, more colorful), but as with all changes, its effects may take time to be fully seen and appreciated. With Volkswagen ramping up its presence in the Philippines, let’s hope that we are among the first to see their new logo, and brand direction.