The current logo is 'a bit on the heavy side' according to Volkswagen's marketing boss
The redesigned crest will arrive alongside the Pioneer ID 3 electric hatchback as the firm seeks to rejuvenate its image
Volkswagen will unveil an updated logo as part of a massive rebrand at this year's Frankfurt Motor Show, alongside the launch of the new Identifier 3 electric hatchback.
Called the new Volkswagen, it was designed to make the brand appear "significantly younger, digital and more modern". It has been in development for over three years and has roots in the change firm made following the Dieselgate emissions scandal.
The rebranding will coincide with the launch of Identifier 3, the first mass-produced vehicle based on the Volkswagen Group's all-electric furniture platform. But the first car to go on sale with the new emblem will be the eighth generation Golf, which should be launched later this year before going on sale in early 2020.
The current Volkswagen logo has been in use since 2010. The new one supports the letters V and W in the circle, but it's simpler two-dimensional design, with the letters no longer touching. It will be rendered in glossy white on a black background, although this is subject to change; future GTI models will feature a red logo. It was completely designed by the firm.
Volkswagen head of marketing Jochen Sengpiehl said the current 3D logo "has become a bit heavy, a bit immobile, especially in the current digital age." He added: “The new logo has been reduced to its essential components. It is flat, open, full of contrasts and clearly perceived. The new logo is not just a logo but an icon.”
Sengpiehl added that special emphasis was placed on how the logo would look digitally.
The rebrand also includes a new typeface and light blue with white and navy blue as official Volkswagen brand colors.
Volkswagen's chief operating officer, Ralf Brandstätter, said the new logo is a "logical consequence" of the changes the firm has undergone as a result of Dieselgate, including a heavy focus on electrification and reduced CO2 emissions. Volkswagen also simplified its product range, introduced a greater regional focus and reduced the number of parts used in production.
“What started as a fundamental crisis turned out to be the catalyst for the transformation of the Volkswagen Group,” said Brandstätter. “Now is the time to boldly move forward. We plan to become the world leader in the electric vehicle market by 2025, which means selling one million electric vehicles a year and then.”
He added: “Volkswagen is on its way to emission-free mobility for everyone. This is our mentality, do not claim in advertising. We want to make mobility emissions for everyone. It won't happen overnight."
As part of the restructuring, Volkswagen is also rethinking how it works with dealers. He has renegotiated contracts with European dealers so he can handle them directly and there will be more use of digital platforms.
The new logo will be shown to the public at the Frankfurt Motor Show when it is also installed at the company's headquarters in Wolfsburg. Over the next two years, it will be rolled out to over 10,000 dealers in 171 markets, with solid estimates to be replaced by a total of 70 logos.
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