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 less complicated 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 might be rolled out throughout the vary from 2024, with new Skoda Very good and Skoda Kodiaq fashions, each to be introduced subsequent yr, anticipated to be the primary to put on it, adopted by a refreshed Skoda Octavia.
It’s going to 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 adjustments are the most important for the corporate in 30 years.
“With the brand new company identification, we’re taking the look of your complete model to the following degree. 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 fashionable and distinctive design and clearly demonstrates our strategy, which is primarily digital. I’m assured that our prospects will like it!” expressed Martin Jahn, member of the Skoda board of administrators liable 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 can be simpler to recognise and extra distinctive on shows, in addition to in print, than the present three-dimensional design,” says Petra Mackeova from the corporate’s advertising division, explaining the rules behind the adjustments.
Along with the brand new graphic design, the branding has undergone different adjustments. The corporate will now use the Skoda identify and conventional winged arrow in a hoop extra individually, with the identify changing into the principle communication software. This typographic emblem will seem not solely on the rear of Skoda vehicles, because it has lately, but additionally on the entrance.
To be able 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 mix of curves and edges. “The accent was a problem for us: from a worldwide perspective it tends to be complicated for many of our prospects. Within the new kind, this image might 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 staff that ready the brand new model identification.
The image of the winged arrow has additionally been altered, though not so essentially. The brand has been simplified at first look and can now be rendered in a flat kind, permitting the Czech carmaker to work with the colors extra expressively.
“This straightforward two-dimensional model is simpler on cellular units particularly and permits versatile integration into completely different codecs. With this transformation, Skoda is responding to the shift in the direction of even higher digitalisation of communication. The brand new identification additionally contains 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 additionally refresh the design and allude extra strongly to electromobility,” says Petra Mackeova.
In response to Skoda, the staff engaged on the brand new model identification was very small, however it acquired help from proper throughout your complete automobile firm. The work took over a yr and initially the staff labored with a complete of 165 proposals, from which a shortlist of three regularly took form. Skoda then put these variations by rigorous testing, involving over 2,200 respondents from the Czech Republic, Germany, Italy, Norway, India and Israel. Based mostly on their suggestions, the emblem design now unveiled was the winner.
“Each change is a problem. It’s pure that some individuals don’t welcome change, whereas others help it. Within the new identification, buyer opinions play a key function, which is predicated on our model values. Medical research have proven that we’ve achieved balanced and progressive adjustments within the model’s new look, which respect our prospects above all and in addition replicate our technique,” says Martin Pavlik.
