The new presentation will be bolder, more colourful and digitally oriented. The brand's visual language will be very different from that projected by Volkswagen to date.
Talks about Volkswagen looking to change their logo to symbolize a new beginning for them has been going on for some time and it looks like Volkswagen is ready to make it official now.
"As a general principle, the aim in future will not be to show a flawless advertising world", company chief marketing officer Jochen Sengpiehl says. "In our presentation, we want to become more human and more lively, to adopt the customer's perspective to a greater extent and to tell authentic stories".
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In a statement, the Wolfsburg-based firm says the "simpler" logo has been "reduced to its essential elements and presented with a new design that is flat and two-dimensional". VW says it's also planning a new "sound logo" and will use a female as the voice of the brand. A big branding transition coming from preceding vehicle manufactures, Volkswagen. VW is making us wait until the start of the Frankfurt show, however, to get a glimpse of the new logo; the company didn't even issue a teaser image with its press release.
According to the automaker, the changeover will be implemented in "several waves using a cost-optimised, resource-conserving approach". European dealerships will follow not long afterward, followed by China, North and South America, and the rest of the world. Over the next two years, it will be rolled out across more than 10,000 dealers in 171 markets, with the firm estimating that a total of 70,000 logos will be replaced.
Volkswagen has been through a lot since its 2015 diesel scandal.