Branding: The evolution of automotive brand branding

Between simplicity and innovation

Minimalist aesthetics, a return to the roots

Nowadays, many automotive brands are choosing to return to a minimalist aesthetic that, in a way, resembles and harkens back to that of the 2000s. This may seem surprising, given that earlier trends were usually accompanied by a more complex, dynamic visual identity.

Taking a direction characterised by simple forms, uniform shapes or muted colours usually aims to focus the viewer’s attention on the essence of the brand and its values. Presented in an accessible, clear way, they avoid distraction.

Great examples of this are the two top brands on the market, namely Volkswagen and BMW. Their new logos may appear on the surface to be austere and monotonous, but in fact they are the result of a deeper reflection on the brand’s heritage and its future.

Loss of colour, simplification or impoverishment?

Another of the aspects causing much debate in the realm of rebranding automotive brands is the rejection of an entire colour palette or detailing in favour of modest simplicity. Volkswagen and BMW, mentioned above, abandoned the gradients and compositions that had previously characterised them, which caused controversy, in the eyes of those who were used to greater complexity. The perspective of those in favour, on the other hand, emphasises that the move away from excessive ornamentation has benefited the legibility of the design.

Simply Clever, Skoda

Skoda is a great example of how rebranding can be used as a tool to communicate brand values and philosophy. In this case, the rebranding goes hand in hand with the idea of innovation and functionality.

The brand has retained its distinctive green, but has opted for slightly bolder shades to reflect the growing emphasis on ecology and environmentally friendly technologies.

E-commerce Skoda Auto School

In this context, it is also worth looking at the fascinating example of Skoda Auto School, which, with our help, transformed its e-commerce design in response to the rebranding of the Skoda brand.

Colour, an important element of the rebranding, had to be implemented in various areas, including the e-commerce design of Skoda Auto School. This task became a particularly cool and interesting challenge for our team.

Adopting the new brand colour in the context of e-commerce design required careful consideration of how best to apply it to remain consistent with the new visual identity, while creating a welcoming and eye-catching environment for users visiting the portal. The colour scheme is one of the key elements that help to build the right atmosphere and brand feel, so its appropriate use can significantly affect customers’ perception of a website.

E-commerce design is not only a question of aesthetics, but also functionality. The website needs to be easy to navigate, intuitive to use and responsive on different devices. Balancing these aspects with the implementation of the rebranding changes and compatibility with the brand identity was a challenge that required careful analysis and experimentation with different solutions.

As a result, the e-commerce design of the Skoda Auto School became a transformation of sorts, which reflected on the brand image and the way users perceive it. The rebranding of the Skoda brand has also contributed to a new chapter in the history of Skoda Auto School.

And so in a nutshell…

The rebranding of automotive brands is a fascinating field to observe changes in design, marketing and brand image. From minimalist logos to bold colours that affect not only the look, but also the way brands communicate their identity, values and philosophy.

The future of automotive brand branding promises to be extremely exciting, seemingly full of further experimentation and evolution in response to changing trends and public expectations. There is nothing left for us to do but wait.

Mateusz Rozynek