The tension is rising. Only a few days left before Volkswagen opens the stage for a genuine pivotal moment: with the world premiere of ID.3 and the introduction of the new brand design, Volkswagen is entering a new era. The ID.3 stands for the consistent transformation of the brand towards emission-free mobility for all. The new appearance – to be seen for the first time at the stand during the IAA Frankfurt Motor Show – is intended to make the brand’s inner transformation, vision and new attitude visible to the outside world as well. And that worldwide and across all channels. The promise is great: we are creating a new, contemporary and fascinating 360° brand experience.
42 vehicles and 76 exhibits covering an area of more than 4,200 m²: The new Volkswagen stand, the construction of which is currently feverishly being worked on, is a central component of the new brand design and the blueprint for future exhibition platforms. For this purpose, the stand was completely redesigned. The new logo, which will be presented to the public for the first time in Frankfurt, will be the central symbol and trademark. It will firmly set the scene by “hovering” brightly illuminated above the stand and thus achieving a special far reaching impact. The logo design appears more modern, clearer and simpler. Reduced to its essential components and with a new flat 2D look, the logo will be flexible to use and extremely recognizable in digital media. For the first time, the brand will receive a sound logo that will replace the former brand claim. In addition, the Volkswagen brand voice will be female.
Visitors to the show can expect a 360° brand experience at Volkswagen’s traditional location in Hall 3, which extends from vehicles and exhibits, trade fair architecture and media coverage to staff clothing. The use of light and color plays a key role in the new stand concept, as does Bauhaus architecture in the development of the form. In terms of tonality, the brand is more inviting, more human, more emotional and more open-minded than ever.
More human and more authentic
The philosophy behind it: Volkswagen wants to appear livelier and more human, taking the customer’s perspective more seriously and telling authentic stories. The focus of this year’s IAA is clear: Volkswagen wants to get customers excited about e-mobility and the ID.3, clear up any myths and inform. Consequently, only electric vehicles will be presented at the stand during the press days.