In September 2019, Volkswagen premiered the “New Volkswagen“ brand design and logo at the IAA in Frankfurt. This is a realignment is one of the world’s largest rebranding campaigns and the new logo is reduced to essentials and digital-friendly. This is very much in line with the two dimensional nature of most contemporary brand logos designed during this era, where it makes things a lot more simpler than the 3D designs which were all the rage during the 1990s, 2000s and 2010s. Note new logos of other brands like Instagram or even Android, everything is now 2D rather than 3D and now it is finally officially launched in Malaysia.
Volkswagen Passenger Cars Malaysia (VPCM) today announced the introduction of the “New Volkswagen” brand design in Malaysia. Built on the “Vibrant Power” ethos, the “New Volkswagen” is a representation of the brand’s fresh new vision and new attitude. The new branding has a strong focus on digital application and human elements. The new visual language is very different from that presented by Volkswagen previously as now, most of the visuals are bolder and more colourful,
The new Volkswagen branding and logo incorporates a vibrancy that is translated to the way the brand is communicated. This also applies to the new brand symbols such as pictograms, typography, colours or layout guidelines. It looks simpler and current. Still bright and youthful if you look at the overall picture.
According to Volkswagen, the symbol and trademark for this change is the new Volkswagen logo, which is more modern and simpler. The logo has been reduced to its essential elements and presented as a design that is flat and two-dimensional, and more digitally adaptable. Do note that the new, simpler logo is quite flexible, and was even slightly changed to reflect the need for social distancing in times like these - the COVID-19 pandemic which caused lockdowns and social distancing. So it is easily tweaked to tell another story of sorts.
Aside from that, in place of its iconic brand claim, Volkswagen for the first time ever has a sound logo represented by a female voice. The sound logo starts off with three notes (from the sound of it), ending with the female voice calling out ' Volkswagen'. Much like the famous Nokia ringtone, it is believed that this adds to more brand awareness on another level - more audible rather than just visual.
Erik Winter, Managing Director of VPCM mentioned that this introduction represents a new era for the brand. He said, “We have always been digital first here in Malaysia, having pioneered numerous ground breaking initiatives, from selling our cars on e-commerce sites to launching our digital showroom. In such challenging times, we recognise the need to be even more customer-centric, and to be able to move to the new brand design completes this transformation for us. The principles of ‘people first, ‘new attitude’ and ‘digital first’ will shape our future direction in better reaching out and creating a new Volkswagen experience for our customers.”
So what is going to happen next with the introduction of Volkswagen's latest branding and new logo?
The realignment of Volkswagen’s brand design is one of the world’s largest rebranding campaigns, involving over 171 markets and 10,000 dealerships located all over planet Earth. According to VPCM, a total of 21 dealerships, or all of the current dealerships here in Malaysia, will be revamped externally and internally in stages, over the course of the next months and the exercise will be expected to be completed by the end of this year.
As for the official Volkswagen Malaysia website and all its social media channels, these have been revamped in line with the new brand design. The website now features a simpler user navigation and accessibility for both desktop and mobile, with comprehensive information on the model range, sales and aftersales offerings, test drive bookings, dealer network information, and a stories and newsroom section.
In terms of their cars using the new logo, expect it to be implemented when VPCM brings in some all-new models like the upcoming Volkswagen Golf Mk 8. This hopefully will be launched sometime in 2021 when the global economy situation is much clearer. 2020 is still too unpredictable from the looks of it, globally.
In terms of their cars using the new logo, expect it to be implemented when VPCM brings in some all-new models like the upcoming Volkswagen Golf Mk 8. This hopefully will be launched sometime in 2021 when the global economy situation is much clearer. 2020 is still too unpredictable from the looks of it, globally.
To view the new website, do head over and visit www.volkswagen.com.my
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