Pingping? Minimalism? Car companies change their standards and usher in a new "wind vane"

As the saying goes, changing the label is like changing the face.

A good logo is one of the most important components of a brand. Just like the logo, for car companies, it is not only a symbol, but also a kind of publicity. Therefore, many luxury car companies will not easily change their bids. After all, this little symbol represents the inheritance of a company for decades or even centuries. Recently, Jianghu Jun found that more and more automobile brands began to "reinvent themselves". What does a small change mean?

German BMW Motor Works (Bavarian Motor Works)

"Driving a BMW" is enough to explain BMW's position in the hearts of Chinese people. The classic "blue sky and white clouds dream" is the romantic association of many BMW fans with BMW cars marked with blue and white colors.

Recently, BMW has also changed its bid. In the past more than a century, BMW's logo has undergone six revisions. The new car logo still retains the blue and white color scheme and pattern, but the difference is that the previous black "shield" ring is gone and replaced by a transparent presentation. And the "BMW" font is slightly deformed on the basis of the 1663 version.

On March 4, BMW's first pure electric four-door coupe BMW? I4 is the first one with a brand-new logo.

Simplicity is the first reaction to see this new logo. The design of the new logo adopts the popular graphic design. Without the highlight and stereoscopic impression, the whole visual experience tends to be two-dimensional.

In addition, the sub-brands logos of BMW M and BMW I have also changed. Both logos are two-dimensional, but M's logo still retains its unique three-color bar.

Are BMW designers starting to be lazy? Actually, it's not. If you pay attention to the field of logo design, you will understand a truth: minimalism equals advanced, and graphic design is an important part of it.

Just like Jens Timor, Senior Vice President of BMW Customer Brand (Jens? Thiemer) said: "BMW is transforming into a new relationship brand, and the transparent and hollow new logo design aims to exude more openness and clarity."

Jianghu Jun found that the most important part of this name change was the black circle changed for the first time. Since the first year of BMW's establishment, the black circle in the Logo has always existed. Since then, the BMW has been marked many times, and the black circle has not changed. It can be seen that the change of black circle is of great significance.

In this regard, Jens, senior vice president of BMW? Thiemer said: "Removing the black circle indicates that BMW will be more open and transparent to young car buyers, and the BMW logo will be transformed into digital."

common people

When it comes to flat design features, Volkswagen's new logo has a say. At the "Night of Audi ag at Frankfurt Motor Show 20 19" held the night before the opening of Frankfurt Motor Show 20 19, ID.3, the first mass production model of Volkswagen MEB electric vehicle platform, was also unveiled and will be delivered to users in the spring of 2020. And also officially released Volkswagen's brand new LOGO.

Speaking of the public logo, Jianghu Jun really needs to think about it. So far, Volkswagen has replaced more than 65,438+00 car logos. Volkswagen's brand-new LOGO was actually planned from 20 15, because at that time, Volkswagen was also caught in the "diesel door" scandal, and Volkswagen also hoped that the new logo would get out of the haze as soon as possible.

Seeing Volkswagen's brand-new logo, you will understand why Jianghu Jun said that the public has the most say. Volkswagen's brand-new logo adopts 2D design, which is flatter, and still retains classic elements such as VW letters and rings arranged up and down, but the overall background color is changed to dark blue, which represents the concept of humanization and environmental protection. The concept of flattening is also more humanized and approachable.

Chief Marketing Officer of Volkswagen Brand? Jochen? Sengpiehl？ It is said that the current "3D" logo "has become a bit heavy and rigid, especially in today's digital age". He added: "The new logo has been simplified into basic components. It is flat, open, full of contrast and clear perception. The new logo is not only a logo, but also an icon. "

After reading Volkswagen's logo, I have to say that these two German "big bosses" have a feeling that great minds think alike, and they have abandoned the so-called 3D and metal stereoscopic impression. The brand-new logos all show minimalism.

Toyota

Since great minds think alike, Toyota, which is far away in the eastern continent, naturally understands this truth.

Last year, Toyota also officially released a brand-new brand logo. The "tauren logo" composed of classic three rings has not changed. The new logo is more concise than before, instead of using three-dimensional modeling, it is changed into a flat style, and it incorporates a rectangular red background, which meets the needs of the times.

Toyota not only changed the standard, but even moved earlier. The slogan "forward" has also been changed to a brand-new "let's"? Going? Place "slogan. It seems that Toyota still wants to "treat the symptoms and cure the root cause".

Toyota has also replaced a new brand LOGO, including a variety of styles. The usual advertisement will use the first LOGO style, the black font "TOYOTA", and the Toyota logo will be integrated into the red background; The second style represents the Toyota brand and corporate logo, and the font is changed to red to eliminate the red background; The third style is TOYOTA's special LOGO, and the capital letters of "Toyota" are concise and capable, which is a classic symbol of Toyota.

Whether it is the "tauren logo" or the "Toyota" logo, Toyota has created reliable, durable and high-quality product features for consumers, which has become Toyota's reputation for many years. This time, Toyota updated the LOGO design, which represents the idea of Toyota's transformation to a new era.

But then again, what Jianghu Jun sees from the brand-new logo of these three brands is a more simple design. Is it necessary for flat design to become a new "wind vane"? In fact, not only car brands, but also the familiar digital products such as Microsoft and Apple started the minimalist design style early.

As far as automobile brands are concerned, Jianghu Jun feels that the design style of such a brand-new logo is inseparable from the development trend of new energy, and this simple design feature is more in line with the development trend of electrification. And many car companies are also trying to cater to the times, refresh their brand image, and thus carry out their own "turn over a new leaf". However, rebranding does not mean once and for all. Only by improving product strength, increasing sales volume and impressing consumers with good products can the brand's brand-new image be accepted by the public.

Do you like the brand-new logo of major brands?

Note: Some pictures are from the Internet.

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.