JL

It’s here, the new Volkswagen branding, which has been released this week here in Frankfurt, Germany at the IAA 2019.

It’s modern and simplified and in my humble opinion a nice rebranding.

The logo itself feels minimalistic and a little old school (think Germany in the 50’s maybe), but it works on the materials and touchpoints as can be seen.

The idea behind the rebranding comes in line with the changes that Volkswagen as a company has and is undertaking. The future, in their eyes, is electric and connected.

Generally speaking Volkswagen advertising as of now will no longer be about showing the perfect advertising world, rather more about human emotions and realities, with more focus on the people and authentic stories. That’s modern and correct, but in no way unique today. However the execution is very good.

„Grundsätzlich geht es künftig nicht mehr darum, eine perfekte Werbewelt zu zeigen. Wir wollen in unserem Auftritt menschlicher und lebendiger werden, die Perspektive des Kunden stärker einnehmen und authentische Geschichten erzählen.“
Jochen Sengpiehl (links im Bild), Chief Marketing Officer der Marke Volkswagen Pkw

According to Volkswagen the future is digital first with no filter. (not sure about that looking at the images they have released). 🙂

Volkswagen has been very consequent about this rebranding as it involves all elements of the business “Design, corporate identity, imagery and the way they communicate”. The rebranding follows these 7 guidelines:

People first is nothing new, or at least it shouldn’t be, but atleast they are are focusing on it.

Digital first is also the Zeitgeist today and needed, but to be honest, not too many “old” brands are thinking digital first when it comes to their branding as Volkswagen are doing now.

A new form of focus which will be more human, open, transparent, responsible, humorous and authentic is a good thing and something that is pretty expected in today’s branded world.

Something which will differentiate their brand clearly within the market, giving people a strong and positive association.

Something which will work over all touchpoints, no matter whether via a smart watch screen or through the presence within a dealership.

A brand which is built for all products and services, so for their “cooler” new looking models and their current “boring” product ranges. 🙂

And a brand which will once again be governed on a global scale to being the same everywhere.

So overall some really neat work, which is correct and relevant today. Let’s see what is made from this new rebranding in future, and whether the end product is as good as the approach now.

The whole excercise reminds me of our own branding development with Yunar. Here we thought very similar – digital first, human-centered, no filter, authentic, different etc. So therefore I have to agree with Volkswagen approach here thus far.

Nice work! 🙂

Interesting first stats according to YouGov in Germany – the new logo and identity is being well accepted by Gen Z and is fitting the vision of being a E-car company more than the old logo, which is surely what VW wanted. So it’s on a good way.

Read here (German only).