A company’s logo is the first distinctive sign that can influence the branding of a company; it is its identity. It is what the company relies on to express itself every day. Making changes to this visual identity is no small matter. Indeed, a logo refresh is a strategic approach that should not be done on a whim.
There are several reasons that lead companies to refresh their logo: a repositioning, international expansion, entering a new market, giving the brand new momentum, aligning the company’s brand image with market dynamics, etc. All of these approaches serve the objective of renewal and a fresh start.
Volkswagen
In the age of digital technology, big data, and the connected generation, various automotive manufacturers have sought to simplify and modernize their logos. The common thread across all these changes is the shift to the digital era. Moreover, Volkswagen’s head of design, Klaus Bischoff, stated, when speaking about the new logo unveiled in 2019: “This name change also brings Volkswagen into the digital age, transforming our classic logo into a brand that is easily displayed digitally on devices and in applications.”
Toyota
It is in the same vein that Toyota unveiled its new logo in July 2020, moving to a simple 2D design. The aim of the company’s leadership is to convey an image of simplicity, transparency, and modernity, while adapting to both physical and digital environments. According to Didier Gambart, Vice President, Sales, Marketing and Customer Experience, Toyota Motor Europe: “We developed this new visual identity with tomorrow in mind. Our objective was to contribute to a better customer experience, enabling them to follow Toyota’s developments in electrified vehicles, mobility services, and online sales. The design was rethought to improve communication with our customers across the various touchpoints, which they will discover for the first time with the launch of the new hybrid Yaris, the 4th generation of our city car.”
KIA
Automotive manufacturers want to project a modern image that is consistent with a constantly evolving world and the growing momentum of hybrid and electric models. In January 2021, KIA launched its new logo, aiming to embody this evolution. In a press release, KIA introduced the brand’s new signature, “Movement that inspires,” along with a new logo that “combines elements of ‘symmetry,’ ‘rhythm,’ and ‘uplift,’ reflecting Kia’s new spirit and its commitment to its customers.” Ho-Sung Song, President and CEO of Kia, stated: “The automotive industry is currently undergoing a period of accelerated transformation, and Kia is acting decisively and proactively to shape these changes and adapt to them as effectively as possible. Our new logo reflects our strong determination to inspire our customers as their mobility needs to evolve, and to encourage our employees to rise to the challenges we face in a rapidly changing sector.”
Peugeot
In the first quarter of 2021, Peugeot did not escape this wave of change. By revisiting a former 1960 logo and updating it, Peugeot plays on both its past and its future. Faced with global competition—particularly from German brands—for several years, the French automaker has been working to energize its brand and, above all, to move upmarket. We also observe in the video campaign a desire to internationalize the brand by featuring multiple ethnicities and to target a younger audience.
In summary
A change of logo and visual identity signals a break with the past and a new beginning for the company: new positioning, new technologies, new targets, new objectives, and more. Automotive manufacturers are aware that the market is not static, and that consumers’ needs and expectations are no longer the same. Generations Y and Z are important targets for automakers. Their needs in terms of image, technology, environmental preservation, freedom, and so on, inevitably require a renewal of visual identity—within a dynamic and modern approach, while still grounded in lived experience and a brand’s history.
