- as volkswagen continues to move forward from the dieselgate scandal and metamorphose into an ev company, it is set to change its famous vw logo.
- the new logo loses the 3d effect for a simplified, flattened-out look, part of a new strategy that vw is calling vibrant power.
- intriguingly, vw is getting a new "sound logo" as well.
volkswagen will have more than its id. 3 electric hatchback on display at the frankfurt auto show next month. the german automaker is set to unveil a new logo and design direction. it's partly an attempt to reach new, younger customers and partly to change the conversation from dieselgate to electric mobility. the company thinks digital branding and grabbing attention with the logo change will help—but even more essential is making good on its promise to bring out an impressive lineup of electric vehicles in the next several years, including the eagerly awaited 2022 microbus.
although volkswagen hasn't officially rolled out the new logo, it will not be radically different; it's a simplified, two-dimensional version of the iconic circular v and w logo, which until now has been three-dimensional. the new, flattened look has already been used in some promotional materials, including vw's recent "hello light" video highlighting the microbus. you can expect to see some variations on the theme, including color changes: think red for future gti models.
"the new logo has been reduced to its essential components," jochen sengpiehl, vw sales and marketing board member, said. he explained that the new logo "has been reduced to its essential components," but he also added that "the w hovers."
the new look, he said, is "a striking difference to previous versions if one traces back the history of volkswagen logos." it's designed to look as good on a smartwatch as it does on a billboard, he added.
interestingly, sengpiehl also said that the automaker has developed a "sound logo." it will be heard in advertising and promotions as well as in future vw vehicles. we may hear it first at the frankfurt auto show, where the id.3 will emit the "brand sound" when people exit the car on the show floor.
"this sound will make volkswagen unmistakable acoustically as well," he said.
will this sound be more wörthersee or herbie the love bug? we'll find out in a few weeks.