VW Rebrand, Our Thoughts

The VW rebrand was unveiled this week, at a glance you can see they’ve joined the wave of brands reverting back to a simplistic flat icon. The identity presentation wowed us. The digital application of the rebrand has proved to be very versatile and consistent versus the previous approach which was relying heavily on the chrome logo sat in a corner or plonked at the end of a video clip. Now simplistic shapes along with the colour palette reflect the brand nicely across different mediums.

Official introduction by VW:
“We have created a new holistic global brand experience on all channels and across all touch points. 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.”

It seems reverting back to the bones with simplistic shapes reflects a new approach at laying themselves bare, with a key focus on the customers driving experience. A clear contrast to the previous materialistic shiny chrome look for a moving block of metal.  

Within the same industry; Lotus stripped away the 3D chrome appearance of their logo last month. Will we see other car manufacturers follow suit? 

Identity Presentation:
https://www.youtube.com/watch?v=aJACrBPpIg0