Volkswagen Group

Worked with
Landor

Client
Volkswagen Group

Creative Tasks
Creative Direction
Brand Concept & Guidelines

Design Team
Pragun Agarwal
Markus Blankenburg
Philipp Nottelmann
Luna Wang
René Bieder

Market
Automotive, Technology

Image & Content Credits
Landor

Back in 2020, the Volkswagen Aktiengesellschaft aimed to shed their traditional image as an iconic industrial leader in car manufacturing and become a global leader for sustainable, tech-driven mobility services. Their existing brand and name no longer fully captured their innovative spirit or diverse businesses.

The task? Create a bold new identity that resonates with the future and announces this change, while following the strategic mission closely. The change in name from Volkswagen Aktiengesellschaft to Volkswagen Group was a pivotal starting point for this transition.

Informed by the mission statement “Shaping Mobility for Generations to Come”, “Progressive Movement” emerged as the guiding principle, symbolizing fluidity, boundless potential, and a constant push forward. It became the core element for the vibrant new identity. The new distinct design system informed by the strategic vision, unlocks the power of design across all touchpoints and applications.

The newly created wordmark served as direct inspiration for the DNA of the font family. Distinctive features, such asthe rounded corner elements of “O”, the middle-bar of “K”, and the terminals of “S” were incorporated into the typeface and consistently developed further. It acts as a powerful and defining asset, projecting a strong brand image to the world and renewed sense of unity and inspiration internally. The typeface was developed in collaboration with Studio René Bieder. The new modular design system and assets leverage brand equity. This allows for flexible use across all physical and digital touchpoints.

This project went beyond a simple identity refresh, actively empowering a complex global business. We unified more than 20 individual brands, over 680,000 employees, and a range of diverse stakeholders under one cohesive corporate identity. Design galvanized a shared vision, enabling people to truly resonate with Volkswagen Group’s bold shift toward sustainable, tech-driven mobility leadership. We have imagined, influenced and reinvented what a global holding company can achieve through design.