Volkswagen will unveil its new brand design and a new logo at the Frankfurt Motor Show. The Volkswagen brand is celebrating two world premieres at this year’s IAA International Motor Show in Frankfurt. In addition to the full-electric ID.3, the brand is presenting its new logo and its new brand design to the public under the motto of “New Volkswagen”. After the Beetle and the Golf, the ID.3 will usher in a new era for Volkswagen – electric, fully connected and balance sheet carbon-neutral.
The company claims that the strategic transformation with a reorientation of content and sustainable products was initiated almost four years ago and it will now be visible with a new brand design. Overall, the presentation of the brand is set to become significantly younger and modern. Speaking on the occasion, Ralf Brandstatter, Chief Operating Officer of the Volkswagen Passenger Cars said, “The IAA in Frankfurt will be a pivotal moment in the strategic reorientation of the Volkswagen brand. The results of our work will become visible with the ID.3 and the new brand design. We look forward to presenting ‘New Volkswagen’ to the public.”
It is believed that with the new brand design, ‘New Volkswagen’ will become visible and perceptible in the design of the vehicles, in customer contacts and in the corporate presentation as a whole. The objective is to create a new 360-degree customer experience that is modern and fascinating throughout the world and across all channels. Klaus Bischoff, Volkswagen’s Chief Designer, said, “The new brand design reflects a type of mobility that forms a natural part of people’s lives. Volkswagen has always been a key element in these efforts. In the new age of mobility, the motto is ‘digital first’, without any filters.”
The new brand design was developed by a joint team of Volkswagen Design and Marketing. The design was implemented with the full integration of all departments of the company in nine months using a powerhouse concept developed by Volkswagen especially for this purpose. Jochen Sengpiehl, Chief Marketing Officer of Volkswagen, explains: “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.”
The symbol and trademark will be the new logo. This 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. It will also allow more flexible use and will be outstandingly recognizable in digital media. This also applies to the new brand signals such as pictograms, typography, colors or layouts. For the first time, the brand will have a sound logo, which will replace the former brand claim. In addition, the Volkswagen brand will have a female voice in the future.
The international roll-out of the new brand design will begin at the IAA Frankfurt International Motor Show in September. The starting signal will be given by the unveiling of the new logo on the high-rise building at company headquarters in Wolfsburg. The changeover is to be implemented in several waves using a cost-optimized, resource-conserving approach. Initially, the brand’s locations and dealers in Europe will be changed over, followed by China in October. The changeover will then be implemented step-by-step in North and South America as well as the rest of the world from the beginning of 2020.