This year’s Frankfurt Motor Show is shaping up to be quite important for Volkswagen Group. In mid-September, Porsche will publicly display its first all-electric model (following an online premiere on September 4), SEAT will introduce a new performance electric concept through its Cupra brand, and Volkswagen will also enter the electric era with the production version of the ID.3 hatchback. And that’s not all – the VW marque will also present its new logo and brand design.
It’s safe to say the latest move from the German company is yet another effort towards changing customers’ perception after the negative impact of the Dieselgate. The new emblem will symbolize the new era for Volkswagen and its strategic transformation – “electric, fully connected and balance sheet carbon-neutral.”
“The IAA in Frankfurt will be a pivotal moment in the strategic reorientation of the Volkswagen brand,” Ralf Brandstätter, COO of the VW brand, commented. “The results of our work will become visible with the ID.3 and the new brand design.”
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With the updated logo, which will feature a more minimalistic, 2D “bolder and more colorful” design, Volkswagen is also introducing a new motto – “New Volkswagen.” It will be used in corporate presentations and customer contracts, and should create “a new 360° customer experience that is modern and fascinating throughout the world and across all channels.”
Interestingly, Volkswagen explains, the new brand design was not developed by an external agency but by a joint team of marketing specialists and designer with input from all departments of the company. The brand’s visual language will be “very different from that projected by Volkswagen to date.”
The start of the new logo’s rollout will be given at a special ceremony at Volkswagen’s HQ in Wolfsburg and the first to be changed over will be the European dealers. China will follow in October, as well as North America, South America, and the rest of the world next year. In total, Volkswagen will have to replace about 70,000 logos at more than 10,000 facilities around the world.