![]() It’s also important to note the differences in these brand applications. “They want to be seen as digital companies and as companies who provide services beyond mobility.” “Nobody knows what the future is - there’s electrification, a shift in mobility services, and people in urban spaces are buying fewer cars.”Īt a time when car manufacturers are experiencing disruption in their traditional markets, they need to be seen as “adaptable” as possible. While the logos may recall the past, why are so many car companies updating their branding today? “The car industry is undergoing a dramatic change right now,” Schreier says. “That’s why things are tending to look the same.”Īs adaptable as possible Toyota’s latest logo “There’s little room to be super different and original,” he says. This might be the bigger influence in flat design over any stylistic choices. He calls it a “digital dictatorship” where branding needs to work according to a variety of guidelines, from accessibility to typeface legibility. This current digital wave brings its own set of “digital conditions” and things need to be “flat, functional, approached, more reduced and more responsive and flexible”. But with the arrival of Apple Macs and Photoshop bevelling software, these emblems shifted to 3D, he says. At the turn of the last century, logos were all flat. Saffron chief creative officer Gabor Schreier builds on this point. “You realise you had the answer the whole time.”Ī “digital dictatorship” BMW’s redesigned logo “If you look at the stories of logos, from 3M to Windows to Audi, often what you see is that in the past the logo was very simple and then it got complicated in the middle and then it was simplified again,” he says. It is also helpful to view the current crop of designs as being part of a larger narrative, he says. ![]() People see logos a lot more these days as they scroll through social media channels and on digital platforms and flat designs offer a less cluttered visual experience. He thinks of it as less of a design trend and more as a “common solution to a universal problem”. Beckett was responsible for creating Toyota’s new identity, which aimed to be “premium”, “forward-facing” and better adapted to mobile platforms. “Flattening logos cases can feel like a trend, but actually I think of it more as a reaction to consumer experience changing so rapidly,” The&Partnership head of design Dan Beckett says. VW said it intends to welcome an “electric future” ( and hopefully shake off its emissions scandal) while Nissan unveiled its new look at the same time it debuted a virtual car. The most common reasoning behind these flat logos is to create an identity fit for the digital world - something non-automotive brands have been doing for some time - but it is also demonstratively to signal a strategic shift toward manufacturing electric cars. Volkswagen, BMW, Toyota, Nissan have all revealed new branding and each with a flat logo. Audi first unveiled a minimalist-inspired rebrand in 2018, but it’s been followed by a host of other marques in the past year. It’s a familiar story within car branding of late.
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