IAA 2019: New faces represent VW
THE Volkswagen brand is celebrating three world premieres at the IAA Frankfurt (September 12 to 22): In addition to the ID.3, the new logo will be presented, as well as a brand identity adapted to the times. Following the Beetle and the Golf, the ID.3 ushers in a new era for the Volkswagen brand that is electric, fully connected and [...]
Following the Beetle and the Golf, the ID.3 ushers in a new era for the Volkswagen brand that is electric, fully connected and CO2-neutral. The strategic change initiated almost four years ago, with a new focus on content and sustainable products, is now also visible to the outside world with the new brand identity.
New Volkswagen in all channels
The new brand identity makes "New Volkswagen" visible and tangible in the design of the vehicles, in customer contact and in the company's overall appearance. The aim is to create a new, contemporary and 360° brand experience worldwide and across all channels. Volkswagen Chief Designer Klaus Bischoff: "The new brand design shows a mobility that takes place naturally in people's lives. Volkswagen has always been an integral part of this. In the new age of mobility, this means digital first and without filters."
Inclusion of all areas
In contrast to common practice in the industry, the new brand identity was not developed by external agencies, but by a joint design and marketing team. The implementation took place with the involvement of all areas of the company fully integrated in a record time of nine months in a Power House concept that Volkswagen created specifically for this purpose.
Brand voice becomes female
The symbol and trademark is the new logo. It will be more modern, clearer and simpler. Reduced to its essential components and with a new flat 2-D look, it will be flexible to use and excellently recognizable in digital media. This also applies to the new brand signals, such as pictograms, typography, colors or layout guidelines. For the first time, the brand will have a sound logo to replace the previous brand claim. In addition, the Volkswagen brand voice will be female in the future.
