Volkswagen is still trying to shake of the shadow of dieselgate, following the brand since 2015. Now the famous German car manufacturer is laser focused on making the new line of ID electric cars. The first one to enter the market is going to be ID 3, debuting on IAA International Motor Show in Frankfurt next month. And Volkswagen is using this occasion to introduce a brand new logo. Will we still recognize it as belonging to VW?
To answer that question – yes, definitely. Volkswagen logos will always be V and W letter stacked on top of one another. It is not the first time that Volkswagen needs to reinvent itself. Take a look at its first official logo, dating back literally to Hitler’s days:
Yes, the beginning of Volkswagen history is closely tied to Nazi germany and Hitler in particular. Nazi leader was the one to commission making of the new car, which later became the iconic Beatle. In other words, Volkswagen started in the hands of Hitler and that’s not a good image to have. Volkswagen managed to shake it off successfully, but the very essence of the logo remained the same.
Now it is not going to be a much different story. Current Volkswagen logo is actually not even that old. In fact, VW changes its logo regularly and the current one has been in use only since 2010. The new logo is also just an evolution rather than revolution. V is still going to be placed above the W, but the gaps and font may be slightly different. The big change is two-dimensional design, which also isn’t entirely new.
Take a look at this logo, which was used till 1995 – it is definitely 2D:
But why replace the logo if not much is going to change? Well, Volkswagen thinks that the current logo is “too heavy”. More two-dimensional logos work better in our digital world. They basically become icons. If you looked around, you would notice that all big companies switched to 2D logos in recent times. Everyone is trying to keep it simple, clear and unforgettable.
Jochen Sengpiehl, Chief Marketing Officer of Volkswagen, explained what brand is trying to achieve: As a general principle, the aim in future will not be to show a perfect advertising world. 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”.
Replacing the logo will come at a cost though. Volkswagen says that there are 171 markets that will be affected. In total, more than 10,000 facilities of dealers and service partners in all over the world will have to change their emblems and ads. It is estimated that around 70,000 logos will be replaced.
The process will be very gradual, but the new cars will already roll out with new logos. And that’s the way to do it – more radical changes would require more money and effort. Also, fans of Volkswagen would probably rebel if they replaced iconic VW logo with something entirely new.