Informed by the global brand design, New Volkswagen China was over 18 months in the making to create, localize and design for Volkswagen China and it’s 3 entities. New Volkswagen represents the company’s commitment to become the leader in electric vehicles and create a completely carbon neutral company by 2050.
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The situation
As Volkswagen’s most important market – creating and shaping a modern, agile, quality design system for China that reflected Volkswagen’s new purpose was essential. The ambition and scale of the project is the largest brand update ever witnessed in the Chinese market.
To ensure the success of the project, there was a high requirement for clear design thinking, culturally appropriate localization and vast stakeholder management across 4 entities and Volkswagen headquarters in Wolfsburg.
Our strategy
At the core of the new design is the Volkswagen logo which has been reduced to its essentials. Flat and clear, it offers outstanding flexibility across all touchpoints, with an unprecedented impact for digital.
The logo and signature moving frame, derived from the face of the new electric ID. Family cars, are the foundation elements of the new brand design. These two elements ensure consistent brand communications on every application from the product to online and offline.
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What we did
Full comprehensive localization of global brand identity, which involved design analysis, creation, adaption and translation. This was applied to four entities: FAW-Volkswagen, SAIC Volkswagen, Volkswagen China and Volkswagen Import.
Development of detailed yet easy to use design principles, guidelines and application system – over 1000+ pages per entity in Chinese and English.
Planned and executed “Vibrant Power China” photoshoot
Dealership uniform design – sales staff, after-sales staff and technicians
Created collection of branded goods, from conception to productionPlanned and executed brand launch OOH campaign introducing New Volkswagen
Full coordination of design localization and training of entities and their agencies across China
Ongoing design support via brand hotline service to ensure all entities, agencies and employees have brand design expertise available to them
Our solution
After more than 18 months in development, New Volkswagen China was launched with fanfare in Guangzhou on 31st October 2019, with the new logo proudly displayed on the landmark Canton Tower – the highest broadcast tower in China.
Drone display by Superbonfire and Auditoire
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"Today we launch New Volkswagen in China - a distinctive brand identity with a fresh attitude that signals our future direction and ushers in our future product line-up in our largest market."
