Volkswagen has taken advantage of the celebration of the International Motor Show in Frankfurt to reveal its new brand image and its new logo, with a two-dimensional smooth design, clearer and highly thought for digital applications. The world premiere marks the beginning of a new era for the German firm, turning this reorientation of the brand image into one of the largest rebranding campaigns in the world. The change to the new image is expected to finish in the middle of next year 2020.
In this sense, Jürgen Stackmann , head of Sales, Marketing and After-sales of the Executive Committee, has indicated that “the new design of the brand begins a new era for Volkswagen”. “By formulating new content and with new products, the brand is undergoing a transformation towards a future with a neutral emissions balance for everyone. Now is the right time to reveal to the outside world the new attitude of our brand ”, added Stackmann.
The new brand image is not only reflected in the new logo, but it can also be experienced in the design of the vehicles, in contact with customers and even in the global presentation of the firm around the world. In addition, the new image will apply to both Volkswagen Passenger Cars and Volkswagen Commercial Vehicles.
Klaus Bischoff , Volkswagen Design Director, has played a key role in the development of the new corporate identity. “In the new design of the brand, we have created a true communication platform for the emotional presentation of electric mobility. We are showing the Volkswagen of the future, under the slogan ‘digital first’ and ‘no filter’ ”.
For his part, Jochen Sengpiehl , Volkswagen Marketing Director, explained that “we have created a new holistic global brand experience in all channels and through all contact points. As a general principle, the goal going forward will not be to show a perfect ad world. In our presentation, we want to be more human and more alive, to better adopt the client’s perspective and tell authentic stories ”.
