Volkswagen has unveiled a new brand design and logo at the IAA motor show in Frankfurt. Debuting along with the fully electric ID.3 hatchback, Wolfsburg is calling this the “New Volkswagen”, marking the start of a new era for the carmaker.
The original logo (not shown) featured a heavy Nazi influence, but by 1939 the outer parts of that logo had been removed resulting in a cog-like logo that continued until 1945. In 1960, the VW logo was encased in a square, which only last until 1967. From then until 2000, only slight changes were made to the logos appearance including font and color. A three-dimensional logo that was introduced in 2000, and when it is replaced in 2020, it will be the longest-running logo that VW has ever had.
The new two-dimensional VW logo replaces its three-dimensional blue-and-silver logo it launched two decades ago.
As expected, Volkswagen didn’t completely revolutionize the look of its logo, but it does have a cleaner and more distinct appearance than ever before. The V is still stacked on top of the W and both are inside of a ring, but for the first time ever, the W in the logo doesn’t connect with the outer ring.
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 allow more flexible use and will be outstandingly recognizable in digital media. To date, the logo has been blue and white. A new blue tone is now being added, allowing additional color variants. As the digital application with simple, user-friendly interfaces has become extremely important, the logo will be positioned flexibly with the new “moving frame” in the future.
The updated logo makes its debut officially on the hood of the ID.3 electric hatchback. And in the future, it will be illuminated on certain models. An ideological successor to the iconic Bug, the ID.3 offers a range of 342 miles (550 kilometers), and will go on sale in Europe shortly after production kicks off in November. Already more than 30,000 examples of the EV have already been pre-ordered.
“New Volkswagen” can be seen and experienced in the design of the vehicles, in customer contacts and in the brand presentation as a whole. The new brand design applies both to Volkswagen Passenger Cars and to Volkswagen Commercial Vehicles.
The strategic foundations for the new brand design were not laid by external agencies but by a joint team of Volkswagen Design and Marketing. The design was implemented with the full integration of all departments of the company in the record time of nine months using a powerhouse concept developed by Volkswagen especially for this purpose.A total of 19 internal teams and 17 external agencies were involved in the project.