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On almost all markets, a woman with a warm, pleasant and confident voice will speak for Volkswagen. In architectural terms, there will be no change to the interior of the dealerships.įor several decades, Volkswagen has used a male voice to present its vehicles and for advertising purposes. In general, the cost to dealers will be kept as low as possible. In future, the logo will be illuminated, on the vehicle, at the brand locations and at the dealerships.Īt the dealerships too, the logo, the moving frame and light will play a key role, with a view to creating a pleasant atmosphere. In future, the main objective will be to present realistic situations that customers can identify with.Īs in the case of the vehicle, light will also play a key role in communications. Volkswagen will no longer concentrate on perfectionism in vehicle photography.
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The new visual language of the brand will be very different from that presented by Volkswagen to date – it will be bolder and more colorful. This will make also make the Volkswagen brand distinctive in acoustic terms, both in the vehicle and in communications. Instead of a brand claim, Volkswagen will have a sound logo for the first time. 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. A new blue tone is now being added, allowing additional color variants. To date, the logo has been blue and white. It will allow more flexible use and will be outstandingly recognizable in digital media. The logo will be reduced to its essential elements and presented with a new design that is flat and two-dimensional. This will be more modern, clearer and simpler. The symbol and trademark will be the new logo. At the 10,000 facilities of dealers and service partners throughout the world, about 70,000 logos will be replaced. All in all, 171 markets in 154 countries are concerned. Volkswagen’s rebranding is one of the largest projects of this type in the industry worldwide. The roll-out is to be completed by the middle of next year. The changeover will then be implemented step-by-step in North and South America as well as the rest of the world from the beginning of 2020. Initially, the brand’s locations and dealers in Europe will be changed over, followed by China in October. The global changeover is to be implemented using a cost-optimized, resource-conserving approach. The starting signal will be given when the new logo starts to shine out from the high-rise building at company headquarters in Wolfsburg at the same time as the Volkswagen Group evening. The international roll-out of the new brand design will begin at the IAA Frankfurt International Motor Show.
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The design was implemented with the full integration of all departments of the company in the record time of nine 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. The strategic foundations for the new brand design were not laid by external agencies but by a joint team of Volkswagen Design and Marketing. 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.” As a general principle, the aim in future will not be to show a perfect advertising world. Jochen Sengpiehl, Chief Marketing Officer of Volkswagen, explains: “We have created a new holistic global brand experience on all channels and across all touch points. We are showing the Volkswagen of the future under the motto of “digital first” and “no filter”. “In the new brand design, we have created an authentic communications platform for the emotional presentation of e-mobility. Volkswagen’s Chief Designer Klaus Bischoff played a key role in the development of the new corporate identity. The new brand design applies both to Volkswagen Passenger Cars and to Volkswagen Commercial Vehicles. “New Volkswagen” can be seen and experienced in the design of the vehicles, in customer contacts and in the brand presentation as a whole. Now is the right time to make the new attitude of our brand visible to the outside world.” “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. “The new brand design marks the start of the new era for Volkswagen,” says Jürgen Stackmann, Member of the Brand Board of Management responsible for Sales, Marketing and After-Sales.