Fengyun Che丨Be careful if you don’t recognize these new logos

2020/3/27

LOGO is the face through which consumers understand the corporate brand. It builds a visual bridge between the brand and the public. Today's life is full of brand logos of various companies. An excellent corporate logo often has a distinctive personality, makes people associate with the brand, has visual impact, is easy to recognize and remember, and has an unforgettable effect. At the same time, it can also promote consumption.

For car brands, LOGO is equally important. Many of the brands we are familiar with have their LOGOs changing with the development of the times, so that consumers of every era can be deeply impressed by them. in mind. No, several brand logos have been adjusted recently, and they are all major international brands. Let’s take a look. Don’t see new cars and think they are copycats.

BMW?

The biggest change in more than 100 years

At the beginning of this month, BMW released a new brand LOGO. The new LOGO will be the first to be applied to the i4 concept car. This is also BMW’s sixth brand upgrade in more than 100 years. On the evening of March 16, BMW China announced on its official Weibo that the new logo would be fully used in brand communication.

The previous version of the BMW LOGO we are most familiar with was launched in 1997. Compared with this version, the new LOGO abandoned the previous more three-dimensional shape and became flatter, catering to the current flat design. trend. At the same time, the "BMW" font has changed, and the black circle under the font has been removed and turned into a transparent background. The iconic "blue sky and white clouds" of Bavaria in the middle are preserved.

As you can see, this is the first time that BMW has made its brand LOGO transparent. It can be said to be a major innovation in historical tradition. It should be regarded as the biggest change in the BMW LOGO in more than 100 years. BMW executives said: Removing the black ring means BMW is more open and transparent to young car buyers.

For those of us who are used to seeing the previous version of the logo, it does take some time to accept this new logo, because the change is indeed big enough. Fortunately, the most obvious blue sky and white clouds have not changed.

Volkswagen

New LOGO, new journey

Before BMW, its German fellow Volkswagen Group released its own new logo: On September 9, 2019 local time, the Volkswagen Group released a new brand LOGO at its "Volkswagen Night". The Volkswagen ID.3 production version will be the first model to use the new car logo, and the new generation (MK8) Golf is expected to It is the first fuel vehicle to use the new vehicle logo.

The old version of the Volkswagen LOGO that we are familiar with was born in 2000 and was slightly modified in 2012 to make it look more three-dimensional. It seems that the Germans all have the same idea, and Volkswagen’s LOGO has become flatter and more concise. The new LOGO only has two colors: blue and white. The iconic VW+ circle is printed on a blue background. The bottom of the W is not connected to the circular frame. The entire LOGO does not have any highlights or skeuomorphic elements, and even feels like a clip art.

It is reported that the giant "VW" LOGO on the Volkswagen Wolfsburg headquarters building will also be updated simultaneously. Meanwhile, Volkswagen has unveiled its latest audio brand identity, the "Volkswagen!" that ends every Volkswagen ad. The speaker of the new audio is female.

VW Group executives said: Volkswagen’s cars have always been too German and have not reached the emotional appeal of overseas customers. Therefore, we need to make changes, starting with the LOGO. The new brand design marks a new beginning for Volkswagen.

Toyota

Various styles, different uses

After learning about the two German brands, we will return to Asia and take a look at the Japanese brands change. The first is Toyota, which is a car company that can be called the light of Asia. Compared with European brands with a long history, Japanese car companies are generally young, but the evolution of Toyota's LOGO has not made any concessions.

With the popularization of new technologies such as electrification and autonomous driving, traditional car manufacturers are gradually transforming into intelligent and technological directions. A simple and flat LOGO can very well explain such changes. See This is also the general trend, and all the big brands have the same idea.

Toyota’s new LOGO incorporates a rectangular red background, which is more in line with the needs of the current era, and the classic three-ring “cow head logo” has also been inherited. At the same time, Toyota released a set of LOGOs, including a variety of styles. The advertising we usually see will be the first LOGO style, with "TOYOTA" in black font and the Toyota logo integrated into the red background. The second style represents the Toyota brand and corporate symbols without the red background. The third style is the TOYOTA capital letter logo, Toyota's special LOGO, which can be used in a wide range of scenarios and is also a classic symbol of Toyota.

In addition, Toyota’s previous slogan of “Moving? Forward” has also been replaced by the new unified slogan of “Let’s? Go? Places”.

Nissan

The most acceptable new LOGO

A few days ago, Nissan’s new car logo was also exposed on the Internet. It is said that this design The picture was obtained by a media from global trademark files. In addition to the new LOGO of the Nissan brand, there is also a new LOGO applied for the next generation Nissan? Z series sports car.

The current Nissan car logo we are familiar with was born in 2001. It has a rectangular sign inlaid in the middle of a silver ring with black "NISSAN" fonts printed on it. The whole is presented in a three-dimensional way, and the visual effect is relatively modern.

The new car logo also adopts the popular minimalist flat design. All three-dimensional structures are cancelled, leaving only the English letters "NISSAN" in the middle, and the two sides are wrapped in semicircular arcs. They are not connected, so that the visual focus shifts entirely to the Nissan English letters in the middle, which is simple, bright and recognizable. Perhaps, while changing the car logo, it also means that Nissan is about to enter a new era of development.

While Nissan updated its car logo, it also redesigned the logo of the brand's Z series sports cars. Since the launch of the first model in 1969, the Z?Car (locally known as Fairlady?Z in Japan) has gone through six generations of evolution. However, the current Z34 generation 370Z has been more than 10 years old since it was released at the 2008 Los Angeles Auto Show. The release of the new Z series sports car logo means that the new Z series sports car should be coming soon. And this simple Z-shaped emblem adopts a design that pays tribute to the first generation Fairlady? Z/240Z.

Editor said

Nowadays, the automobile industry is facing huge changes. In addition to catering to the trend in technology and products, major automobile companies are also working hard on their LOGOs, trying to brand new products. It will show its appearance and lead a new era. As for whether the idea can come true, we will wait and see.

Human emotions are complex, so many consumers’ feelings for a brand are sometimes difficult to evaluate just by purchasing the brand’s products. Therefore, “Fengyun Che” has customized a “brand image” for users. "The survey project is divided into 13 key brand image elements according to the quality and perceptual impression of a car brand on consumers. Readers are asked to choose a brand that meets their requirements based on these elements, thereby calculating the statistics of major brands in the Chinese automobile market. Comprehensive ranking and ranking of major domestic brands.

Several brands in this article all perform well in the "Fengyun Car" brand image list. This time the label change will have an impact on the ranking. We are also very concerned about this. Curious, as for the result? I can only wait for the test of time.

This article comes from the author of Autohome Chejiahao and does not represent the views and positions of Autohome.