Volkswagen Passenger Cars Malaysia (VPCM) has officially introduced the “New Volkswagen” brand design in Malaysia. The “New Volkswagen” brand design and logo were introduced late last year at the 2019 International Motor Show (IAA) in Frankfurt. Built on the “Vibrant Power” ethos, the “New Volkswagen” is a representation of the brand’s fresh new vision and new attitude.
The new design puts stronger focus on digital applications and human elements, with a new visual language that is different from what was previously used by Volkswagen. The fundamentals of the new design was done internally, by a joint team of Volkswagen Design and Marketing headed by Chief Marketing Officer (CMO) Jochen Sengpiehl and Chief Designer Klaus Bischoff.
The new visuals are bolder and more colourful, incorporating a vibrancy that the brand wants to communicate to its audience. This also applies to the new brand symbols such as pictograms, typography, colours or layout guidelines. The symbol and trademark for this change is the new Volkswagen logo, which has taken a more modern and broken down to a simpler look. The logo has been reduced to its essential elements and presented as a flat, two-dimensional design to represent a more ‘material design’ with less focus on the material.
A simple logo like this is also more digitally adaptable; its corporate identity is also made more flexible for easier adaptation. Furthermore, in place of its iconic brand claim, Volkswagen for the first time ever has a sound logo represented by a pleasant female voice.
“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,” Erik Winter, Managing Director of VPCM said.
The realignment of Volkswagen’s brand design is one of the world’s largest rebranding campaigns, involving over 171 markets and 10,000 dealerships, for better streamlining of its brand communication. For the rest of 2020, VPCM will busy itself with the revamping of the 21 VW dealerships in Malaysia which will see changes externally and internally.
The fully electric Volkswagen ID.3 hatchback is the first new generation VW to wear the new badge. We will have to wait and see if that makes it to our shores.
Meanwhile, the Volkswagen Malaysia website and all its social media channels have already been revamped in line with the new brand image. 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.
To view the new website, visit www.volkswagen.com.my