Volkswagen’s new logo, global identity and brand image come into effect in the UK today, following the unveiling of ‘New Volkswagen’ at the Frankfurt Motor Show earlier this month. The extensive changes were presented for the first time alongside the ID.3 and a colourful motor show stand, with both the car and logo symbolising a new era for the brand, at the dawn of an electric mobility revolution.
In addition to a simpler, cleaner new version of the iconic Volkswagen roundel, the tone of the brand’s communications are changing to a new style. Another part of the package is a sound logo – a first in the brand’s history – which will be used both in Volkswagen’s advertisements, and in its vehicles.
In its communications, Volkswagen’s new visual language will be warmer and more colourful, with a greater focus on people. The roundel – created by Volkswagen’s in-house team led by Head of Design Klaus Bischoff – is subtly refreshed, clearer and reduced to its essential elements. It provides increased flexibility and suitability for digital applications – hence its bolder two-dimensional design. Despite the changes, it maintains all of the heritage and familiarity of the previous version, and is still unmistakably Volkswagen. Volkswagen UK’s highly-regarded customer website (volkswagen.co.uk) goes live today with the new look and feel.
The unveiling of ‘New Volkswagen’ in Frankfurt coincided with the world debut of the ID.3, which itself also symbolises the shift to this new era. Indeed, the ‘3’ in this model’s name represents the third chapter in the company’s history, following the Beetle and the Golf.
The launch of the new ‘VW’ roundel started on the eve of the Frankfurt Motor Show with the unveiling of a giant illuminated version atop the brand’s headquarters building in Wolfsburg. Across the UK and the rest of the world, the changeover is due to be completed by the middle of 2020.
Geraldine Ingham, Head of Marketing at Volkswagen UK, said: “It’s an exciting time for Volkswagen, with a wave of stunning cars being launched in the near future, including the eighth-generation Golf and the first model in the brand’s electric revolution, the ID.3.
“Called ‘New Volkswagen’, this change is represented by a new version of the iconic Volkswagen roundel and a more dynamic, digitally-friendly corporate identity. There’s no better way to signify this powerful change in the company than a significant refresh of our logo and branding, as well as the way in which we communicate with the world.”