volkswagen debuts new logo aiming to clean its polluter image

german car manufacturer volkswagen wants the world to forget about their diesel-emission scandal and is now presenting a new logo. led by their chief designer klaus bischoff, the rebranding campaign debuts a refreshed and digitally friendly image that gives a minimalist take to the classic logo. it allows for more flexibility and versatility, simplifying the previous logo, which has identified the brand for over 70 years.

images courtesy of volkswagen

with the idea of digital first, volkswagen’s new logo has been reduced to the 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,’ commented bischoff. ‘of course, this rebrand also brings volkswagen into the digital era, transforming our classic logo into a trademark that is easily displayed digitally on devices and applications.’

the new volkswagen logo was reimagined to function on small scales like a smart watch or phone as well as those that dress the company’s sustainable factories and plants. ‘we have created a new holistic global brand experience on all channels and across all touch points,’ said jochen sengpiehl, chief marketing officer of volkswagen. ‘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.’

project info:

name: volkswagen new logo

rebranding led by: klaus bischoff