Volkswagen China



  • NEW DESIGN. NEW TECHNOLOGY. NEW VOLKSWAGEN.
    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. 

    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.

    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.

    After more than 18 months in development, New Volkswagen China was launched with fanfare in Guangzhou on October 31st, with the new logo proudly displayed on the landmark Canton Tower – the highest broadcast tower in China. 

    新设计,新技术,新大众。
    基于全球品牌策略,经过 18 个月的本土化打造,为大众中国及三家合资企业量身定制的新大众品牌中国设计终于诞生了。它代表着大众汽车致力于成为电动汽车领域领导者的决心,在 2050 年之前完全实现碳中和的愿景。 

    在大众汽车最重要的市场,打造并锐化一个现代、敏捷、品质感的设计系统来反应其新愿景是至关重要的。这种雄心及品牌更新的规模在中国市场史无前例。无论是对设计思维、本土化洞察还是协调大众德国总部及中国 4 个相关企业的能力都有很高的要求。

    新设计的核心是新的大众品牌标徽,仅保留核心视觉的简洁设计,扁平且开放,出色的灵活性使其能适用于各接触点,尤其是数字化传播。
    新标徽及辅助移动线框是新大众品牌设计的基础,灵感来自于全新ID.电动家族车型的前脸。这两个元素确保了从产品到线上下传播的统一性。

    在超过 18 个月的努力和准备后,新大众品牌于 10 月 31 号在广州发布,其新标徽闪耀于地标广州塔之上。


    Client
    Volkswagen China 
    vw.com.cn

    Head of Brand Marketing and Consumer Communication: Esther Francis 
    Senior Brand Manager: Jasmine Ran

    Client services/Designers/Strategists
    MetaDesign Beijing

    Client Services
    Client Services Director: Lena Lederbauer
    Senior Client Manger: Jiang Wenwen
    Client Manager: Eliza Wang, Cloris Tong
    Producer: Nancy Wang (Photoshoot)

    Design
    Creative Director: Sally Anderson
    Associate Creative Director: Siuming Leung
    Design Director: GeeHwee Lim
    Senior Designer: Weikang Zhong, Liz Huang
    Designer: Meiyi Wang, Charles Wang, Yafei Wang, Mondo Meng, Dan Liu, Candice Zhou
    Motion Designer: Meimei Luo

    Strategy
    Managing Director: Mauro Marescialli
    Associate Strategy Director: Owen Li
    Senior Brand Consultant: Todd Balazovic
    Brand Consultant: Lori Luo 

    Photography
    Photographer: Uwe Düttmann
    Art Direction: Mahmoud Fathy, Siuming Leung, Sally Anderson
    Production: Black+Cameron
    Postproduction: Moto & Digitales Leben

    Drone display
    Superbonfire and Auditoire