6 Lessons Volkswagen New Logo Can Teach Us

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What is the logo design you love the most? When faced with this question you might think now about Apple, Google, and Nike maybe Starbucks. Did you think about Volkswagen? Have you asked yourself how they got their innovative and memorable identity? How did they get started?


BluCactus - 6 Lessons Volkswagen New Logo Can Teach Us - carIt was like Isaac Newton’s discovery of his law of gravity. History tells us he was sitting under the tree when an apple dropped down on his head. Then he perceived that he almost found the answer to his doubts. But you need to know, even super genius Newton couldn’t come to his impressive theory in a single fleeting moment. instead, he had to work on his premises and principles over and over to get the most authentic one.


I know what Newton has done is inevitably incredible, but the base is the same. Brands also needed endless sessions to get ideas for their logos. Then, they might need to review their target audience, their message, or their symbol. Early in Sep 2019, the Auto giant has unveiled a new VW logo, maybe you can find it; some say it’s not really new. However, the company confirmed what changes they have made to the new Volkswagen Logo.


To know what drove the German vehicle company to get Volkswagen a new logo, we have to know what stood behind the VW old logo. As you know a logo is part of branding which is part of the identity which is the part that explains or communicates the reason for being of any company. We need to know the history of how this great company was founded.


So, what do you know about the new logo of Volkswagen?


Volkswagen is one of the pioneering automobile manufacturers that the German government established on the 28th of May 1937. It was called “Gesellschaft zur Vorbereitung des Deutschen mbH” which means in English “Limited Liability Company for the preparation of the German People’s Car”.

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But the story of an enormous automaker started in 1933 when Adolf Hitler thought about the majority of people could buy a car with low-price for the sake of building a superhighway known as Autobahn. This national project went for providing Germans with welfare and luxury. After working hard for accomplishing this superhighway, the car was available for $140.


After becoming Germanies leader Hitler called the Austrian automobile engineer, Ferdinand Porsche, Porsche had already extensive experience in design engineering. He just started manufacturing his design under his name. As a result of an economic crisis, his factory started suffering and couldn’t stand out.

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In 1934, Porsche had received an official contract from Hitler to energize his cars.  And in the same year, Bela Barney, who is the father of safety in automotive design, as he invented several protection systems, revealed the car.


Less than a year later, the long name of “Gesellschaft zur Vorbereitung des Deutschen Volkswagen mbH” minimized to “Volkswagenwerk GmbH.” The marketers there in the meantime embarked on a promotional campaign targeting all germans. The advertising message highlighted the concepts of happiness and feeling powerful.


World War II


BluCactus - 6 Lessons Volkswagen New Logo Can Teach Us - warWith the outbreak of the war, the factories affiliated to the German company were demolished. Then, Ivan Hirst, British Army officer and engineer, turned to the new chief of the factory. The British soldiers started to repair machines that disappeared under sands. They planned to rebuild what war-devastated. Later, they succeeded to revive it. The story of the re-establishment of the auto factory was an epic achievement.


After bringing life to over 200 vehicles, Britain flooded production with funds with the purpose of expansion. The Number of vehicles was able to increase by more than 10,000 pieces. That’s when the “Volkswagenwerk GmbH” turned into Volkswagen as it’s known until now. Due to the circumstances of World War II, VW management saw it would be better to reshape its logo.


This Nazi symbol had a circle around it like an arsenal. The war was over, so Britain had to walk away from the leadership and administration of the manufacturing firm. Unlike, Ford and Fiat, which participated in the rebuilding plan of the automobile factory.


In 1949, the British army decided to withdraw from the authority of the company, and hand over it to Germany, So New Zealand and the United States put on to energize the company to develop it into such a remarkable company.


The history of the Volkswagen logo

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It experienced historical events that changed the whole world. If you looked at the evolutionary trip of updating its identity until Volkswagen has a new logo, you could see it as a story of surviving.


It means people’s cars as Volks means people in German and Wagen means car. VW logo considers one of the outstanding and memorable one in the automobile industry.


And here we will preview the anecdote of evolving the symbol. Before WWII, the logo was more complicated with four black vanes which are inspired by the Nazi symbol as we mentioned before. During the war, between 1939 to1945, the VW symbol turned to a circle like a waterwheel, and the W and V letters are mixed up inside this circle. From 1960 to 1967, a square showed up around the whole shape. And from 1967, the logo came into blue and the square died out. And from this date until now, there were no significant changes.


So, how is the new logo of Volkswagen?

    blucactus - logo“The new brand design marks the start of a new era for the brand,” says Jürgen Stackmann, Member of the Brand Board.    

The Volkswagen logo comes to a modest appearance but still unique. The company decided to get rid of the 3D-styling of the old Volkswagen logo.


Maybe it sounds like its an old logo without any outer circle which reflects flexibility and usability, the company goes for now.


What we can learn from Volkswagen?

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According to an official statement, the new logo of Volkswagen emerges after the new company policy on taking action on pollution emissions. Expresses the motto of “digital-first” and “no filter”, as the officials said.


Although you could see the new logo is subtle and doesn’t need more work, the company assured that 19 internal teams and 17 external agencies worked together to get a new one with their new goals.


Abstract branding is not an easy way to go because changing a fundamental icon like a logo considers changing your identity. Maybe it became a common approach for many business companies, but you have to take the right track when it comes to rebranding. Alright, we should take a look at the new logo of Volkswagen as a case study if you think about rebranding your business.


1. Your business has insanely expanded


BluCactus - gpsThe VW chief put the disclosure of the new logo of Volkswagen down to prepared for an electronic era. VW expands for manufacturing electric vehicles. So, growing your industry seems to be reasonable to justify redesigning your identity. Besides, you are going to look more conscious.


The VW director also announced that the new logo comes to extending its targeting areas including China, North, and South America as well.


Therefore, if your business is going to reach new regions with different backgrounds, cultures, and lifestyles, you can do it. But if your new target audience doesn’t seem to be all that different, there is no need to rebrand.


2. Refreshing or rebuilding?


BluCactus - appleThe new logo of Volkswagen is a refreshing process. The company found that it would be better when it comes to being flat and two-dimensional. What should you do? Refreshing or redesign?


Indeed, it depends on what you aim to achieve through changing your symbol. Refreshing is like you going to the Barber to get a stylish haircut. Or like buying shoes and getting a decent suit to go to a crucial meeting or a pleasant date.


Redesigning is like going to get some plastic surgery done in order to change the way you look in a more definite way. For instance, what Apple did from 1976 to 2014 is complete plastic surgery. The old logo was complicated to follow with more details.


With the new logo of Volkswagen, the vehicle manufacturer chooses the safe side. They kept VW old ones with slight tweaks to support their growth plan. The safe side also includes updating a color palette to boost its current message or using different writing font. To prefer not integrating the name of your company in the logo, like what MasterCard did, it´s still acceptable as just renewing.


3. It never to be late

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Over the years, while the German firm had changed its identity, maybe they thought that they never went to a new logo. But everything around us is changing every day. Even ourselves, we are going to become older.


Equally, you were so confident of your old visual image when designers formed it. Then, you started to feel that it was not what you aim for. You need something more glamorous and enchanting.


VW has changed its image several times. Each time, they added a new concept and adopts new goals. It draws up a new strategy to be more transparent and vivid.


4. Overcome bad reputation through redesigning

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Volkswagen has struggled with accusations related to the cheating scandal affected health outcomes in the United States. And ultimately, the Federal Reserve Bank of Chicago diesel found that cars per 1,000 cars increased rates of low birth weight and acute asthma attacks among children by 1.9% and 8.0%, respectively.


The story started when a handful of scientists, found out that the German manufacturer had used devices on its “clean diesel” models in September 2015.

  The new software detects whether a car is on the test bench – and only then does it comply with the exhaust emission limits. In normal traffic on the road pollutant emissions are many times higher. At least eleven million vehicles worldwide are affected. Most of them travel within Europe, including more than two million in Germany.  

porscheIn a further development related to this case, the German authorities charged chief executive, chairman, and former chief executive. These accusations are related to market manipulation. The VW management covered up information about the emissions cheating scandal.


So, the German automaker perceived that the time not only to refresh their brand and displaying the new logo of Volkswagen. But also it’s kind of a statement that the company would provide its customers with more eco-friendly cars without any harmful pollutants. It’s considered a worthy excuse to the public.


5. Coping trendy issues

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What are the most significant global concerns today? I bet you the first thing pops in your mind is climate change and global warming.


Consequently, you present yourself as you also appreciate their concerns. Their worries are all you consider. As well as, you are searching for solutions to resolve their problems.


You should let people trust you. Show them you have already reacted to their fears. The initial step is to redesign your visual items. That’s what VW has done. It tells us that perfectionism in the vehicle doesn’t matter anymore. What really matters is us.


That doesn’t mean you have to change your identity, and message with each global concerns. But such an issue like climate change is worth it. You can change your logo and policy to accommodate these consequences.

6. Making people your Priority

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“We want to become more human and more lively, to adopt the customer’s perspective to a greater extent and to tell authentic stories,” said Jochen Sengpiehl, Chief Marketing Officer.


What do you think about these words? Feeling overwhelmed, right? I want to admit that I like it. Even, I couldn’t afford to have a VW car now, but I like this brand. Everyone likes to feel that someone understands them and understands their interests.


And I deem this is a valuable lesson from the new Volkswagen logo we should consider. If you decided to go for a new one, you should emphasize that this measure is going in the interest of life and a healthier planet. Only in this case, potential customers will listen to you and you will gain more sales. Thinking about rebranding or changing your design. Okay, don’t worry BluCactus has you covered. Choose the safe side like the new logo of Volkswagen and contact us.


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