Das WeltAuto.

Sector

Automotive & mobility

Disciplines

Positioning
Naming
Messaging and claims
Brand identity systems (CI/VI)
Interaction and experience design (UI/UX)

The globally active used vehicle brand “Das WeltAuto.” is bundling the corporate brands Volkswagen, Seat, Škoda and Volkswagen Used Vehicles under one roof in a multi-brand program. How can one successfully transform a brand which is primarily shaped by digital points of contact and at the same time has to take account of the idiosyncrasies of many different markets and target groups? With the goal of creating a coherent brand experience across markets, as well as strengthening recognition on the booming used vehicle market, MetaDesign developed brand experience principles, revived brand design and created an internationally applicable, innovative name system.

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Fewer rules, more room for maneuver and more entrepreneurship.

The new brand experience principles set the tone for the integrated and not only visual design of all points of contact of the brand, and in doing so always apply the motto: fewer rules, more room for maneuver and more entrepreneurship. The brand experience principles make branding employees around the world capable of acting and are crucial for the new Brand Design. This is modular, responsive, flexible and at the same time has a high recognition value.

The point that the point is making.

A central design element is the “point” derived from the logo, which can be used differently depending on the reason, target group and application and serves as a key visual for high recognition.

An additional cornerstone: the DWA Corpid

An additional cornerstone of the reworked brand identity is the “DWA Corpid”, an exclusive for the adjusted DasWeltAuto font, which confers the brand more autonomy in comparison with the Volkswagen typeface used before and which can be used across media.

A global pledge.

Like the brand design, the name system was also reworked. With the flexible use and adaptability of the descriptor “Certified Pre-Owned” the brand’s promise can be understood worldwide.