The starting point: ŠKODA does more than just build cost-effective cars with clever ideas. More and more people are just as fascinated and inspired by the new design of their models.
KMS TEAM created the DNA crystal based on the design vocabulary of Czech cubism and Bohemian crystal art. Design Director Jessica Krier: »It is a modern symbol of ŠKODA’s brand spirit and core. We used it as the basis to define the design grid for all corporate design elements, ranging from the layout system to typography. The result: An emotional, striking corporate design that puts the brand in an outstanding position for the future.«
The newly developed ŠKODA NEXT typeface is the brand’s characteristic signature. It reflects the brand values »simplifying, surprising, human« and unifies geometric and humanistic design in a single type family.
The familiar green color continues to serve as an accent in the brand design, but is used in a more subtle way. The logo, the »winged arrow«, was slightly revised for use in digital applications. It is a symbol of the brand’s ingenuity, dynamic momentum and future direction.
Stefan Büscher, ŠKODA Marketing and Product Director: »We bring our customers closer to us by emphasizing the emotional elements of the brand and by strengthening the design across all touch points. In addition to the new models featuring the crystalline design typical of ŠKODA, our new visual identity is the most important element in the new brand world of ŠKODA.«
Patrick Märki, KMS TEAM Managing Director and Creative Director: »It was a great pleasure to work with ŠKODA to unleash the brand’s hidden treasures, and bring them to light in a new corporate design. The brand feeds on this momentum: Today, people can see and feel the brand identity consistently through the design and strong communication – a fresher, more agile brand identity for the digital age.«
Click here for the video of Stefan Büscher and Patrick Märki at the Brand Talk at Typo Berlin 2017.
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