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Volkswagen Unveils Modernized Logo After Admitting Brand Was ‘Not in Good Shape’
By Mikelle Leow, 23 Aug 2019
Image via r.classen / Shutterstock.com
Last year, Volkswagen announced that it would be revamping its badge to salvage its reputation following a scandal in 2015. It then terminated its partnerships with about 40 global agencies, keeping only three to streamline its brand voice.
According to a report by Autoweek, the logo is finally ready, and will officially debut on a vehicle at the upcoming Frankfurt motor show. Departing from the 3D, metallic blue and white badge created in 2000, Volkswagen flattened the symbol, painting it in black and white.
Old logo (left) VS new logo (right). Images via Volkswagen and Volkswagen USA
The revamped ‘VW’ emblem made its initial appearances on the company’s Hello Light campaign in June, and was displayed on some prototype cars. Autoweek reports that if the test vehicles are of any indication, the black background will feature a reflective sheen.
Video screenshot via Volkswagen USA
Subdued colors aside, the 2D logo mirrors the badge from the post-war era, shown below, but has slimmer letters and a thicker outer ring.
Image via Marta Fernadez Montes / Wikimedia Commons (CC BY-SA 4.0)
If you’re wondering why Volkswagen’s symbol resembles the flatter redesigned logos of late, that’s because it was created for mobile, such that it will still appear legible when downsized or applied on various channels and vehicles.
The update follows an announcement by Volkswagen’s chief marketing officer Jochen Sengpiehl that the company was due for a rebrand as it was “not in good shape compared to previous years.” The automaker came under fire in 2015 after being discovered to have installed a “cheating” software in its vehicles that would improve their performance during tests.
Sengpiehl also said the new logo would have to be “less stiff,” and be able to represent its foray into the electric car world.
The future is 2D. https://t.co/1EmmxVzCZT— CNET (@CNET) August 23, 2019
[via Autoweek, images via various sources]
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