Post-Dieselgate Volkswagen Takes Branding in New Direction

In an apparent bid to finally lay the ghost of Dieselgate to rest, Volkswagen will rebrand itself with a new squeaky-clean image and logo.

The automaker will launch the “New Volkswagen” motto at next month’s Frankfurt auto show hoping to attract the “significantly younger, more digital and generally more modern” vehicle owner or user.

Unlike normal industry practices, the rebranding is being done entirely in-house by a joint team of Volkswagen Design and Marketing. VW says all departments had input into the new brand design, which was completed in nine months using a powerhouse concept developed by the automaker for this express purpose.

Its new trademark claims to be more modern, clearer and simpler. VW says the logo has “been reduced to its essential elements and presented with a new design that is flat and two-dimensional.”

The rebranding also applies to new brand signals such as pictograms, typography, colors and layouts. The brand will have a first-ever “sound logo,” and VW also says the brand will have a female voice in the future.

“Volkswagen has taken and implemented bold decisions in almost all areas of its activities. The comprehensive rebranding is the logical consequence of our brand’s strategic reorientation,” said Jürgen Stackmann, member of the brand board of management responsible for sales, marketing and aftersales.

“I am very proud of what we have achieved: ‘New Volkswagen’ has a presentation that is powerful, fresh, positive and attractive.”