Next September 10 at the Frankfurt International Motor Show, automotive giant Volkswagen will unveil, among other things, its new logo. The slogan accompanying it is “New Volkswagen”, which succinctly summarizes the image-rebuilding strategy the company has followed in the years since the diesel-engine scandal erupted in 2015.
At heart, Volkswagen is seeking to change its very identity in the eyes of consumers. The new logo will send the message that the company is turning seriously towards electrification, connectivity and a carbon-neutral future.
The origins of this move lie clearly in the moment that Dieselgate broke open in September 2015.
"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."
- Volkswagen marketing head Jochen Sengpiehl
As for the new logo, it will be lighter and simpler, leaving aside the 3D effect of the current one in favour of a flatter design that fits better with the image of new media. A sound signature and a female voice will also be part of the company’s marketing campaign.
The question that’s still unanswered is whether the new logo will resemble the old one. Frankly we’d be shocked if it didn’t. The VW logo enjoys exceptional brand recognition among consumers worldwide, and that is priceless for a company.
That said, the change being brought is substantial enough that the company is going to the expense and trouble of replacing 70,000 logos in over 10,000 locations connected to the company – including, of course, at company HQ in Wolfsburg, Germany.
Stay tuned for all of the unveilings and bits of news at the Frankfurt auto show, including the new logo from Volkswagen.