The Czech carmaker, Skoda, has developed a refreshed identification. Releasing an up to date tackle its traditional emblem in addition to a wordmark. The historic emblem, which is able to solely be used for communication and digital functions it’s easier and cleaner than the earlier design in order that digitally, it’s extra impactful.
The word-only model has been created by the marque to be positioned on its future vehicles. This will likely be rolled out throughout the vary from 2024, with new Skoda Very good and Skoda Kodiaq fashions, each to be introduced subsequent 12 months, anticipated to be the primary to put on it, adopted by a refreshed Skoda Octavia.
It would additionally don the confirmed electrical seven-seat SUV, supermini and compact crossover, that are all set to reach earlier than 2026. These would be the first vehicles to launch with Skoda’s new design language, too. Skoda says the modifications are the largest for the corporate in 30 years.
“With the brand new company identification, we’re taking the look of the whole model to the subsequent stage. It’s not solely our product portfolio that’s evolving: our prospects are too. And we see this as an excellent alternative to adapt the model to a decade of transformation and modify its feel and look to match the wants and expectations of our prospects. Our new company identification underlines our trendy and distinctive design and clearly demonstrates our method, which is primarily digital. I’m assured that our prospects will find it irresistible!” expressed Martin Jahn, member of the Skoda board of administrators answerable for gross sales and advertising.
“The more and more intensive use of the emblem in varied digital codecs has led us to revamp the emblem in two-dimensional graphics which are simpler to recognise and extra distinctive on shows, in addition to in print, than the prevailing three-dimensional design,” says Petra Mackeova from the corporate’s advertising division, explaining the ideas behind the modifications.
Along with the brand new graphic design, the branding has undergone different modifications. The corporate will now use the Skoda identify and conventional winged arrow in a hoop extra individually, with the identify turning into the principle communication software. This typographic emblem will seem not solely on the rear of Skoda vehicles, because it has in recent times, but in addition on the entrance.
With the intention to make it extra expressive, the phrase Skoda was given a brand new look with an built-in ‘hook’ accent over the letter S, working with symmetry and a mixture of curves and edges. “The accent was a problem for us: from a world perspective it tends to be complicated for many of our prospects. Within the new type, this image will likely be built-in and mix in with the symmetry of the emblem, whereas prospects within the home market and a few others will nonetheless recognise it within the lettering,” says Martin Pavlík, the second member of the advertising crew that ready the brand new model identification.
The image of the winged arrow has additionally been altered, though not so basically. The brand has been simplified at first look and can now be rendered in a flat type, permitting the Czech carmaker to work with the colors extra expressively.
“This easy two-dimensional model is simpler on cellular gadgets particularly and permits versatile integration into totally different codecs. With this variation, Skoda is responding to the shift in direction of even larger digitalisation of communication. The brand new identification additionally consists of two new shades of inexperienced, emerald and electrical inexperienced. Few manufacturers have the color inexperienced as ingrained of their DNA as Skoda. The brand new shades keep the hyperlink with historical past, but in addition refresh the design and allude extra strongly to electromobility,” says Petra Mackeova.
In response to Skoda, the crew engaged on the brand new model identification was very small, nevertheless it acquired help from proper throughout the whole automobile firm. The work took over a 12 months and initially the crew labored with a complete of 165 proposals, from which a shortlist of three progressively took form. Skoda then put these variations by means of rigorous testing, involving over 2,200 respondents from the Czech Republic, Germany, Italy, Norway, India and Israel. Primarily based on their suggestions, the emblem design now unveiled was the winner.
“Each change is a problem. It’s pure that some folks don’t welcome change, whereas others help it. Within the new identification, buyer opinions play a key position, which is predicated on our model values. Medical research have proven that we’ve achieved balanced and progressive modifications within the model’s new look, which respect our prospects above all and in addition replicate our technique,” says Martin Pavlik.
