I remember, late in 2017, BMW announcing they were having the Mini (I refuse to write it in capitals, like BMW insist on) logo redrawn in a fashionable ‘flat’ style. Given how I like design that has been stripped back, shorn of unnecessary decoration, it certainly sounded interesting – albeit I couldn’t see how it would actually work. And, sure enough, the new logo was unveiled, and it, frankly, looked a bit weird.
However, things can grow on you. You might end up marrying the person from that awkward first date. Or downloading that song that initially made you want to throw the radio out of the window. And, like those, this new Mini brand identity was something of a slow burner too.
I doubt the new VW logo will grow on me, though. It was supposedly implemented to help relaunch a company said to be still reeling from the Dieselgate scandal – although, with three entries in the latest UK Top 10 bestsellers’ list, the scandal doesn’t seem to have had any adverse effect on VW sales here. Punters often huff and puff, but, sadly, rarely vote with their feet.
This new, less-heavy, version of the logo is presumably meant to, somehow, portray a company that’s less likely to fiddle its diesel emission results, but ultimately just looks rather weedy. And for a company that largely sells on the basis of its reliability (despite only coming 12th in the most recent JD Power reliability survey) being seen as weedy can only be a bad thing. Just like making changes for change’s sake, which this redesign smacks of.
But, let’s face it, if a company can get over being Hitler’s car company, they can probably market themselves out of anything.