The Volkswagen Group is updating its corporate design, replacing the previous look from 2007. The word mark has been changed from “Volkswagen Aktiengesellschaft” to “Volkswagen Group” to emphasize the Group’s global orientation and enhance its distinct appearance in relation to the Volkswagen brand. The word mark, font, colors, design elements, and visual language have all been completely refreshed. The new corporate design will be introduced gradually, starting in Germany, with international markets following next year.
The Volkswagen Group is undergoing a transformation from an automaker to a sustainable mobility provider. With its portfolio of iconic brands, attractive products, and services, the Group aims to shape the electric, digital, and sustainable future of mobility. Its guiding principle is “Shaping Mobility for Generations.” A contemporary, modern, and digital appearance is a key factor for success in this endeavor. Therefore, a new corporate design has been developed in close collaboration between Group Communications and Group Marketing & Brand Strategy.
Sebastian Rudolph, Head of Global Group Communications, states: “The Volkswagen Group is committed to attractive brands, products, and technologies. Communication plays a crucial role in addressing employees, customers, journalists, investors, and analysts. A well-designed corporate identity can provide the best possible support in this regard. Our new appearance provides identity, both internally and externally.”
Jason Lusty, Head of Group Marketing & Brand Strategy, explains: “The new corporate design serves several purposes. It expresses the strategic ambitions of the Volkswagen Group and represents its new mindset. It also differentiates the corporate brand’s appearance from the Volkswagen brand. The corporate design offers a flexible framework that is progressive and high-quality, while remaining accessible and human.”
The new corporate design, developed in collaboration with the international design agency Landor & Fitch, uses four primary colors for classic use cases such as office applications: Deep Space Blue, Vivid Green, and Pure White, with Electric Neon as an accent color. Other colors can be used for websites or brochures. A new element introduced is color gradients, which symbolize mobility, motion, and humanity. These attributes are also reflected in the unique font “The Group,” developed specifically for the Group by Studio René Bieder. The font embodies a balance of motion and high quality, allowing for flexibility and emphasis through different styles and expressions. It has been optimized for both digital and analog applications and can be used across all platforms and media.
As part of the introduction of the new corporate design, the Volkswagen Group’s website at volkswagen-group.com has also undergone a complete redesign. The focus was on meeting the needs of the core target groups of the financial public and business media. The simplified and focused website highlights the strategic core topics and current corporate news, with the Group’s newsroom now integrated. The display has been improved for mobile devices, enhancing the user experience and content findability.