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Volkswagen unveils a new logo and brand design for new era

A brand logo is a very important element in a company’s identity, more so if the company has global coverage. While the first design may sometimes be rushed when the company is founded, more thought usually goes into the design and what it means as the years go by. In the car industry, brand logos have evolved constantly but, in most cases, the original image is retained. The change usually comes during a new era in the business environment or in the company’s direction.

At the 2019 IAA International Motor Show in Frankfurt, Germany this week, the Volkswagen brand unveils its new logo and a new brand design. This world premiere marks the start of a new era for Volkswagen, accompanied by the presentation of the full-electric ID.3 at the same time. Volkswagen’s future is electric, fully connected and has a neutral carbon balance.

The first Volkswagen logo (left) which was used in the 1930s, and the new one (right) which will appear from this month.

In between, the logo evolved a number of times but the ‘VW’ remained a clear element.

More modern and more authentic
With its new brand design, VW has created a uniform 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 and are intended for digital applications. It will apply to Volkswagen Passenger Cars and also Volkswagen Commercial Vehicles.

“The new brand design marks the start of the new era for Volkswagen,” said Jurgen 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.”

One of the world’s largest rebranding campaigns
The realignment of Volkswagen’s brand design is said to be one of the world’s largest rebranding campaigns, with the changeover to the new design due to be completed by mid-2020. The strategic foundations for the new brand design were not done by external agencies but by a joint team of Volkswagen Design and Marketing. The design was implemented with the full integration of all departments of the company in the record time of 9 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.

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”.

The symbol and trademark will be the new logo which is more modern, clearer and simpler. The logo is reduced to its essential elements and presented with a new design that is flat and two-dimensional. It will allow more flexible use and will be outstandingly recognizable in digital media. To date, the logo has been blue and white. A new blue tone is now being added, allowing additional colour variants. As the digital application with simple, user-friendly interfaces has become extremely important, the logo will be positioned flexibly with the new ‘moving frame’ in the future.

Focus on people in visual language
The new visual language of the brand will be very different from that presented by Volkswagen to date – it will be bolder and more colourful. The focus will be on people. Volkswagen will no longer concentrate on perfectionism in vehicle photography. In future, the main objective will be to present realistic situations that customers can identify with.

As in the case of the vehicle, light will also play a key role in communications. Light is the new chromium. In future, the logo will be illuminated, on the vehicle, at the brand locations and at the dealerships.

Instead of a brand claim, Volkswagen will have a sound logo for the first time. This will make also make the Volkswagen brand distinctive in acoustic terms, both in the vehicle and in communications. For several decades, Volkswagen has used a male voice to present its vehicles and for advertising purposes. The brand is now to become female. For almost all markets, a woman with a warm, pleasant and confident voice will speak for Volkswagen.

By mid-2020, around 70,000 logos at Volkswagen outlets and facilities worldwide will be changed to the new one (left).

70,000 logos to be changed worldwide
The international roll-out of the new brand design starts at the motorshow with outlets and facilities in Europe being the first to change during September, followed by China in October. North and South American markets will follow from the beginning of 2020 along with all other markets. The exercise is expected to be completed by the middle of next year. In total, about 70,000 logos in 171 markets in 154 countries will be replaced. In general, the cost to dealers will be kept as low as possible. In architectural terms, there will be no change to the interior of the dealerships.

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2020 Volkswagen ID.3 makes global debut

Volkswagen has finally entered a new era of environmentally friendly mobility where the fully electric Volkswagen ID.3 makes its global debut at the IAA 2019. With high levels of dynamic characteristics and zero emissions, the ID.3 family will come in several models starting with the ID.3 1ST. (more…)

Kia network gets additional 3S outlet in Johor

For most car companies, the southern region of Peninsular Malaysia accounts for many of their new vehicle sales. It is a prosperous region with steady development and opening of new townships. For this reason, network development gives a lot of focus to Johor and recently, Naza Kia Malaysia opened a new 3S outlet in Tampoi, Johor Bahru, in partnership with authorised dealer Supreme Priority Sdn Bhd.

Located along Jalan Tampoi, the Kia Tampoi 3S Centre has a built-up area of 18,000 square feet. Its showroom can display up to 7 vehicles so visitors will be able to see a good selection of models. As a 3S centre, it offers sales, service and spare parts and is geared to handle up to 100 Kia vehicles a month. Supreme Priority invested RM5 million to establish this 3S outlet.

Serving owners in Tampoi and surroundings
The Kia Tampoi 3S Centre is also intended to serve owners in the surrounding areas of Tampoi New Village, Skudai, Nusajaya and Larkin. Its strategic location means that they now have a shorter distance to travel to get full aftersales support.

*Kia Picanto – one of the latest models available*

“With the new Kia Tampoi 3S Centre, we have altogether 6 Kia outlets in Johor and with that, we are confident we will be able to cater to the needs and demands of our customers and future customers here. Johor has been a significant market for us as 90% of Korean car owners here own a Kia,” said R. Devaraju, Deputy Group CEO, Automotive Group, Naza Corporation Holdings.

Mr. Devaraju added that the company has plans in the pipeline to further enhance the current network and expand on the 45 Kia outlets nationwide.

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Visit www.kia.com to know more about Kia models available in Malaysia.

FIRST DRIVE: 2019 Isuzu D-MAX 1.9 – “Blue Power”

There are many ways on how you can sample the finer things in life, and many would agree that when trying such things, the location or surroundings are also important as well. That is why Isuzu Malaysia took a bunch of Malaysian motoring media members to Thailand to test out the upcoming 2019 Isuzu D-MAX 1.9 Ddi Blue Power. (more…)

2020 Jeep Renegade Plug-In Hybrid previewed in Paris

The first ever PHEV model from Jeep is currently being previewed at the Motorvillage Champs-Elysées in Paris and it’s called the 2020 Jeep Renegade Plug-In Hybrid (PHEV). Displayed in the Trailhawk specification, Paris will be the first location to preview the model after its world premiere at the Geneva Motor Show earlier this year. (more…)

New Ferrari F8 Spider is topless version of F8 Tributo, replaces 488 Spider

On the same weekend that Ferrari scored a F1 victory in its home race after 9 years, the company also unveiled the F8 Spider, the new generation drop-top sportscar powered by the most successful mid-rear-mounted V8 in history. The F8 Spider was designed in parallel with the F8 Tributo berlinetta and features the compact and efficient RHT (Retractable Hard Top). The RHT takes just 14 seconds to deploy or retract and can be closed or opened while the car is on the move up to 45 km/h.

Open-top V8s since 1977
The F8 Spider is the latest addition to an exclusive and prestigious bloodline of open-top V8 cars which began with the 308 GTS in 1977. It is less extreme than the 488 Pista Spider, but sportier than the 488 Spider which it replaces in the range.

Consequently, the F8 Spider sets a new benchmark for the ‘en plein air’ sportscar in terms of usable performance and exceptional handling, providing an incredibly rewarding driving experience. In fact, it is claimed to excel in merging handling dynamics with surprising in-car comfort.

Award-winning engine for 4 consecutive years
The 3902 cc twin-turbo engine is a development of the V8 that won the ‘International Engine of the Year Award’ for four consecutive years (2016, 2017, 2018 and 2019) and that was also selected as the best engine of the last two decades.

The F8 Spider’s greatest achievement is the fact that it unleashes its power instantaneously with zero turbo lag, whilst retaining this V8’s unique and very special ‘soundtrack’. This performance and the car’s disarmingly effortless handling were made possible by integrating a series of innovative, track-derived aero solutions into its design.

The F8 Spider replaces the 488 Spider and improves on all aspects of its specifications. Aside from the fact that its engine delivers an extra 50 ps (now 720 ps, with 770 Nm of torque), the new Ferrari is 20 kgs lighter than its predecessor and 20 kgs more than the more extreme 488 Pista Spider. Significantly more aerodynamically efficient, it features the new 6.1 version of the Side Slip Angle Control system.

Improved performance-enhancing systems
The new car also has a new version of the Ferrari Dynamic Enhancer (FDE+) which can now be activated in the manettino’s RACE position, a move designed to make performance on the limit easier to reach and control. Adaptive Performance Launch analyses grip as the car accelerates and then uses electronic controls to optimise the torque delivered to suit the road’s grip level, reducing wheel slip to a minimum which, in turn, maximises acceleration.

The rev limiter’s ‘Wall Effect’ strategy is another leap forward in terms of extreme engine performance. Rather than gradually limiting the revs towards the limit, it cuts off right at the 8,000 rpm redline, maximising the amount of power available in power-on dynamic driving situations and consequently improving lap times.

The F8 Spider’s cockpit retains the classic, driver-oriented look typical of Ferrari’s mid-rear-engined berlinettas. A concept that creates a symbiotic relationship between driver and car, with all controls mounted on the new generation steering wheel.

The dash incorporates an aluminium sail panel supporting the central satellite and continuing into the dash itself. Also to create a sense of visual lightness, a sliver of carbonfibre divides the upper and lower parts, streamlining the whole look. This section also incorporates the optional 7-inch touchscreen passenger-side display and the dash is completed by the classic instrument cluster with its central tachometer.

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