In recent days, Kia, Renault and Dacia have presented their new logo. These brands join Volkswagen, Nissan, Rolls-Royce who have reformed their emblems in recent months. Citroën and Peugeot should follow quickly. But why have all these brands decided to change their identity?
Flat design for everyone
What all these new logos have in common is their “Flat Design” name, which could be translated as “flat design”. The idea is to abandon the 3D effect which gave relief to the logos. At Rolls-Royce, which converted its logo last summer, it is explained that a 2D logo is easier to print or to integrate on a support. Prestige obliges, the manufacturer takes the example of a logo embossed on a leather luggage. But there may be another explanation.
A digitally compatible logo
Today, the communication of a manufacturer necessarily goes through digital, as Alfonso Albaisa, vice-president of design at Nissan explains: “Digitization is at the forefront of our thinking. The logo is inspired by advances in technology and connectivity. He must fit into this universe ”. Same story at Volkswagen which specifies that “the brand design and the logo are designed to offer greater flexibility, especially for digital applications.” But is this the only reason?
Mark a change of course
The change of logo, often accompanied by a change of slogan, often marks a change of course or ambition for a brand. In the case of Renault and Dacia, the new logos appear on the day of the presentation of the new plan intended to relaunch the group. It is about stimulating a new dynamic, by presenting a strong sign of the deployment of the new strategy. Sometimes it’s also about forgetting the past. The new Volkswagen logo is also there to make people forget the dieselgate. Adopting a new technology also means making it known.
Brands go electric
In the case of the German manufacturer, the new logo retains the essential but wants to mark Volkswagen’s entry into the era of the electric car. There comes a time when you notice that the company logo has aged, that it no longer reflects the real and desired image.
General Motors presented a few days ago its new logo evoking “the clean sky of a zero-emission future and the energy of the group’s electric platform”.
All brands will go there
Logo changes in an industry are often cascaded. Indeed, when several competitors change communication and display a new impetus, it is difficult for the others to keep their “old logo”.
Thus, after KIA in recent days, we expect a change of logo for Peugeot or Citroën. Yet there are exceptions to the rule. We think of the Ford logo, almost unchanged since the inception of the brand and Ferrari’s “Cavallino Rampante.” There are untouchable traditions.