Explore More / New CI
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Explore More / new CI
Futuristic, digital and Now with Czech Diacritics
ŠKODA AUTO’s corporate identity undergoes its most radical transformation in 30 years
The new ŠKODA corporate identity was presented by Martin Jahn, Board Member for Sales and Marketing.
n the spirit of the NEXT LEVEL – ŠKODA STRATEGY 2030, ŠKODA AUTO has unveiled a new brand identity that goes hand in hand with the acceleration and expansion of its electric offensive. At the spectacular Explore More event on 30 August, the VISION 7S study was presented alongside the new logo and logotype, offering a concrete demonstration of ŠKODA’s new design language.
Our new corporate identity underlines our modern and distinctive design and clearly demonstrates our digital-first approach.
Martin Jahn
Board Member for Sales and Marketing
NEXT LEVEL corporate identity
The rich history of the Mladá Boleslav–based carmaker joins its future in the new corporate identity that ŠKODA AUTO has just unveiled. “It will be rolled out gradually across all platforms – first in information and communication materials and, from 2024, also on new models,” says Klaus Zellmer, ŠKODA AUTO’s CEO. In addition, the new design will be reflected in the infotainment and other car elements, and the outlets of authorised partners will also undergo design changes. “With our new corporate identity, we’re taking the look of the entire ŠKODA brand to the next level. Not only is our product portfolio evolving, but so are our customers. And we see this as an ideal opportunity to adapt the brand to a decade of transformation and adjust its appearance to the needs and expectations of our customers,” explains K. Zellmer.
The VISION 7S study offers a concrete demonstration of ŠKODA’s new design language.
Pick from 165 choices
The corporate identity was created for over a year under the guidance of the VM – Marketing department, but employees across the entire carmaker were involved. “More than 2,000 respondents from key markets – the Czech Republic, Germany, Italy, Norway, India and Israel – also commented on selected designs from a total of 165 versions of the logo. Together, they helped to define its future appearance,” adds M. Jahn. However, the identity features not only new logos and colours but also detailed rules on how to work with graphics and, among others, how to mention the ŠKODA brand and its models in texts. For this reason, ŠKODA Mobil will also see changes over time. On the pages of this issue dedicated to the VISION 7S study and the new visual identity, you can read about the first news. After being presented to the owners and the media, the new identity is now being introduced to dealers and importers of the brand.
In line with the brand’s mission
The visual transformation is not happening out of the blue. The look is linked to the company-wide NEXT LEVEL – ŠKODA STRATEGY 2030 and, above all, to ŠKODA’s new brand mission presented this spring, entitled We Will Help the World Live Smarter. Alongside it, the brand has defined its values as Human, Simplifying, Surprising. These are the new visual identity elements whose focus has been on making them work smarter in the digital form.
The fact that ŠKODA AUTO is planning to consolidate the ŠKODA trademarks to strengthen its global position will also play an important role in the introduction of the new identity. In June this year, it announced a trademark agreement with the engineering company, Škoda Group, which is owned by the PPF Group. Thanks to the agreement, the carmaker expects to significantly expand its existing trademark ownership rights and resolve the situation of frequent confusion between the brands of the Mladá Boleslav–based carmaker and the Pilsen-based engineering companies. ED