22.8.2019. The brand Volkswagen is celebrating at this year’s Frankfurt motor show two world premieres: in addition to the full electrical ID.3 the trademark of the world public, will present under the Motto “New Volkswagen” your new Logo and its new brand.
ID.3 launches for the Volkswagen brand with the beetle and the Golf, a new Era, the electric, fully networked and on the balance sheet, is CO2-neutral. In the almost four years ago, initiated a strategic change with a new nouns orientation and sustainable products want to appearance the new brand is now visible to the outside. Overall, the appearance of the brand is considerably younger, digital and so modern.
“The IAA in Frankfurt is a key moment in the strategic realignment of the Volkswagen brand: The fruits of our laboratory with the ID.3 and the new brand identity visible,“ said Ralf Brandstätter, Chief Operating Officer of the Volkswagen passenger Cars brand in Wolfsburg today. “We look forward to the ‘New Volkswagen -‘ to present to the Public.”
“Volkswagen has taken in virtually all areas of the company bold decisions are made and implemented. The comprehensive Rebranding is the logical consequence of the strategic realignment of our brand,“ said Jürgen Stackmann, member of the brand Board of management responsible for sales, Marketing and After-Sales. “I am very proud of what we have achieved: ‘the New Volkswagen has a strong and fresh, positive, and sympathetic appearance.”
With the new brand New Volkswagen occurs in the Design of the vehicles, contact with customers and in the company occurs a total of visible and tangible. The aim is to create globally and across all channels a new, contemporary and fascinating 360°brand experience. Volkswagen chief designer Klaus Bischoff what is instrumental in the development of the new Corporate Identity: “The new Brand Design shows a mobility, which takes place naturally in the life of the people. Volkswagen was always an integral part. In the new era of mobility, this means: ‘digital first’ and without a Filter.”
Different than is generally common within the industry, the new Brand has been developed by external agencies, but by a joint Team of Volkswagen Design, and Marketing. The implementation was carried out with the involvement of all areas of the company as a full-time nine-months integrated in a record in a Power House concept, created by Volkswagen specifically for this purpose.
The future appearance will not only be bolder and more colourful, but from the brand logo to the image worlds of the digital aligned. The brand visual language will differ greatly from how Volkswagen has been presented yet. Jochen Sengpiehl, Chief Marketing Officer of Volkswagen, explains: “in Principle, it is no longer in the future, to show a perfect advertising world. We want to be in our presence more human and more alive, the perspective of the customer more oral, and authentic stories to tell.“ In the future, not the cars, but much more the life-world and the mobility experience of the people.
Icon and trademark, the new Logo is. It is modern, clear and simple. Reduced to its essential components and in a new flat 2-D optics it will be flexible and can be used in digital media excellent recognizable. This is so true for the new fire signal, such as Pictograms, Typography, colors, or Layout guidelines. For the first time the brand receives a Sound Logo, which will replace the previous brand Slogan. In addition, the brand voice of Volkswagen will be in the future, female.
The international Rollout of the new brand identity begins with the IAA in September. The same time as the launch coincides with the unveiling of the new logo on the high house the company’s headquarters in Wolfsburg, Germany. The conversion is optimized of costs and resources in several waves. The beginning of the locations of the brand and retailer in Europe, to China in October and from the beginning of 2020 gradually North and South America, as well as the Rest of the world follows. The changeover should be completed by the middle of next year. A total of 171 markets are affected. In the case of the world’s more than 10,000 dealers and service partners around 70.000 Logos to be replaced. The Volkswagen Rebranding is one of the world’s largest in the industry.
The new brand design is the result of the Transform strategy 2025+, which has brought in Volkswagen in the fall of 2015 on the way. Now the brand is preparing for Phase Two of the strategy: the Rollout of their electric mobility and digitisation strategy. This is the complete realignment of the communication of the company with its customers. Volkswagen is for the first time, be able to communicate directly with the customer on the networking of vehicles, trade and customers in a Volkswagen Ecosystem, which focuses on the customer. Volkswagen is changing from a pure manufacturer of automobiles to a provider of mobility services, which go beyond the private car of the customer. The sales structure of the brand is to be converted, together with the trading and Marketing re-aligned.
The new visual language of Volkswagen is human and living, with a focus on the customer and their life-world. (Photo: Volkswagen AG)
