VIM Group supports Volkswagen with the implementation of its new brand design and logo
Loes Verhoeven
| 10 September 2019
The curtain has been raised on “New Volkswagen”: On the evening before the first press day of the IAA International Motor Show in Frankfurt, the Volkswagen brand unveiled its new logo and new brand design. With this new brand design, VW has created a uniform and global 360° brand experience which is more modern and more authentic.
The new Volkswagen logo, with its flat two-dimensional design, is clearer and has been reduced to its essential elements. The brand design and the logo aim for high flexibility in digital applications. The realignment of Volkswagen’s brand design is one of the world’s largest rebrand campaigns. Together with other agencies and suppliers, VIM Group is supporting the implementation of the new Volkswagen brand. The changeover to the new brand design is due to be completed by mid-2020.
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“The new brand design marks the start of the new era for Volkswagen”, says Jürgen Stackmann, Member of the Brand Board of Management responsible for Sales, Marketing and After-Sales. “By formulating new content and with new products, the brand is undergoing a fundamental transformation towards a future with a neutral emission balance for everyone. Now is the right time to make the new attitude of our brand visible to the outside world.”
Jürgen Stackmann, Volkswagen Sales and Marketing Board Member: "The new brand design marks the start of a new era for Volkswagen."
“New Volkswagen” can be seen and experienced in the design of the vehicles, in customer contacts and in the brand presentation as a whole. Volkswagen’s Chief Designer, Klaus Bischoff, played a key role in the development of the new corporate identity. “In the new brand design, we have created an authentic communications platform for the emotional presentation of e-mobility. We are showing the Volkswagen of the future under the motto of ‘digital first’ and ‘no filter’.”
Jochen Sengpiehl, Chief Marketing Officer of Volkswagen, explains: “We have created a new holistic global brand experience on all channels and across all touchpoints. As a general principle, the future aim 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.”
Jochen Sengpiehl, Chief Marketing Officer of Volkswagen: “We have created a new holistic global brand experience on all channels and across all touchpoints.”
The strategic foundations for the new brand design were laid by a joint team of Volkswagen Design and Marketing. The design was implemented with the full support of all departments of the company in the record time of nine months, using a powerhouse concept developed by Volkswagen especially for this purpose. A total of 19 internal teams and 17 external agencies were involved in the project. VIM Group is supporting Volkswagen with the worldwide implementation of its new brand design and logo: one of the biggest rebrand projects in the world.
The global changeover is to be implemented using a cost-optimised, resource-conserving approach. Initially, the brand’s locations and dealers in Europe will be changed over, followed by China in October. The changeover will then be implemented step-by-step in North and South America as well as the rest of the world from the beginning of 2020. The roll-out is to be completed by the middle of next year. Volkswagen’s rebrand is one of the largest projects of this type in the industry, worldwide. All in all, 171 markets in 154 countries are involved. Across the 10,000 dealers and service partners throughout the world, approximately 70,000 logos will be replaced.
Curious to read and see more about the new Volkswagen brand design and logo? Check out the official press release on Volkswagen’s website.
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