Volkswagen

For more than 70 years, Volkswagen has been manufacturing cars with innovative technologies and many award-winning designs, including iconic cars such as the Beetle or the Golf. Today, some 70 different models are produced worldwide and more than six million Volkswagen cars are delivered to customers around the world each year. As part of a fundamental reorientation towards electric drives, full networking and carbon neutrality, Volkswagen underwent a comprehensive rebranding in 2019 and proclaimed it the year of the “New Volkswagen”. E-mobility has been identified as the most important future technology for the brand; and with the new ID. family of cars, Volkswagen aims to become the world’s biggest electric automobile brand by 2025 and a provider of modern mobility services and smart devices. In 2019, Volkswagen presented its new logo and brand identity for the first time at the International Automotive Exhibition (IAA) in Frankfurt, Germany – accompanied in the product side by the simultaneous launch of the fully electric ID.3 car. Form and visual language, corporate identity and communication style have all been completely revised for the new brand design. The logo of the brand has been further developed in that it is reduced to its essential components and now consistently digitally oriented as a 2D logo. The colour palette has been expanded to include another shade of blue and allow for additional colour logo variants – such as a VW logo in red for the GTI models. In addition, for the various product categories, distinct realms of images have been developed that differ in details. The new visual language has become more colourful and documentary in style than in the past. Thus, the way cars are visually promoted has also changed in that they are no longer shown in perfectly illuminated settings. Instead, the cars feature in more realistic situations that customers can more easily relate to. Other key changes include a new layout system and the elimination of the brand claim, which has been replaced by a sound logo and a female brand voice.