Volkswagen revealed a new logo design today, April 9, as part of an international rollout that will include the transition of more than 70,000 logos globally. First up for the U.S. is on the 2020 Atlas Cross Sport. Last year, around 6.2 million vehicles were built worldwide with a VW on their grilles. Those two letters have come to represent one of the most recognizable brands on Earth.
The refreshed and digitally friendly design is a minimalist take on the classic logo, allowing for more flexibility and versatility when it comes to the signature symbol, VW said in a statement. It’s a modern and simpler version of the previous logo, which has identified the brand for over 70 years.
Led by Volkswagen Chief Designer Klaus Bischoff, the new design was intended to be versatile, “digital first” and to reduce the logo to essential elements, which now presents as flat and two dimensional.
“My personal drive in this redesign was to make the W float, bringing a new lightness to the Volkswagen brand,” Bischoff said.
The reimagined logo will function on small scales like a smart watch or phone and also in big formats, such as factories and assembly facilities.
“We have created a new holistic global brand experience on all channels and across all touch points,” Jochen Sengpiehl, chief marketing officer of Volkswagen, said in a statement. “As a general principle, our aim will not be to show a perfect advertising world; we want to become more human and livelier, to adopt the customer’s perspective to a greater extent and to tell authentic stories.”
The redesign also brings other significant changes. The familiar blue and white colors of the predecessor have been refreshed with a new deep blue tone, allowing for additional color variants, Sengpiehl said in a statement.
By mid-2020, VW plans to complete the rollout of the rebrand across the 10,000 dealers in 171 markets in 154 countries.