New Brand Design for VW
Volkswagen AG
We are a Powerhouse! Or at least a part of it. For the “New Volkswagen” we’ve teamed up with other branding experts.
These days brand identity is so much more than just beautiful logos and perfect trade shows presences. Groundbreaking technologies have no value at all unless they address the needs of customers and market developments directly. The end customer wants to identify with the brand and be part of the lifestyle it embodies.
Jürgen Stärr | SCHMIDHUBER
Of course, the cooperation with other experts in the Powerhouse constellation has also helped to push everything to new heights: It’s certainly showed us the new potential of partnership with other agencies. And the potential, of course, for the customer as well. We’ve not known it quite like this before. Basically, it’s a great experience all round championed by the openness that Volkswagen has shown from the start.
How to
Powerhouse
The challenge was to translate the new communication strategy into an innovative solution with classic, flexible, visually compelling, intelligent and emotional aspects—all in equal measure. And this in the context of the growing significance of temporary spaces.
Together with our partner Blackspace, we managed to develop a new Space Identity that can be applied to any spatial context. The resulting concept: “Vibrant Spaces,” will be rolled out in the form of a 360° brand experience to pop-up stores, events, trade shows or exhibitions—consistently conveying “100% New Volkswagen.”
Powerhouse
Success
The new Space Identity craves customer intimacy.
Over time it seeks to inspire, convince and draw
the customer in.
With the new brand design, we want to put people back in focus. SCHMIDHUBER and Blackspace understood what we needed in terms of spatial environments that connect via emotional content.
Sandra Waidelich | Head of Experience Marketing Volkswagen
3D
Branding
At the Frankfurt Motor Show 2019, the new VW 3D logo is on display for the first time as is the new Space Identity. Our powerhouse colleagues from MUTABOR, put the new brand design to life for the first time.
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