● New brand design to herald the next stage of development
● ŠKODA to present itself in a fresher, more modern light
● New logo more distinctive and better quality
● Brand to maintain its high profile
ŠKODA stands on the verge of another era of growth, with plans to at least double its global sales by 2018. This new resolution and optimism is now finding visual expression as we present a special facelift at this year’s Geneva Motor Show, where ŠKODA will introduce the key elements of the new corporate design it will be using in all internal and external communication from the 1st March 2011. ŠKODA’s winged-arrow logo now has a new, sharper design in vivid colours. Then there is the new ŠKODA PRO font, symbolizing fresh values. For advertising, publications, press releases and other forms of communication, all this points to the fact that ŠKODA is marching forward and portraying itself in a more modern and youthful form. The new look will also be phased in at ŠKODA dealers as the showroom architecture and exterior design of their establishments are given a makeover. The logo on ŠKODA cars is also set to be revamped from 2012 to match the logo in the design concept presented in Geneva.
The distinguishing features of the company’s new corporate design are freshness and precision. As its established characteristics evolve, ŠKODA has undergone visual rejuvenation to make it an outwardly even more valued brand.
“We are keen to express the new power of our brand not only through our future products, but also in the way we present ourselves partners and customers. ŠKODA is synonymous with attractive cars offering exceptional value for money, countless clever solutions and precisely executed work. All this is clearly reflected by our updated corporate design. As it forges ahead, ŠKODA is eager to flex its newfound strength in the international arena,” stressed Jürgen Stackmann, the board member responsible for marketing and sales. “ŠKODA is steadily evolving and it shows. Our new design and fresh outlook reflect our plans for the future.”
The new logo: fresh, precise and expressive
In Geneva, ŠKODA is unveiling exactly what the new image created by Hamburg-settled CI/CD agency “Syndicate Brand & Corporate Design AG”, will look like. The most important change affects the main part of the logo, the winged arrow, which in the new design will be much larger and more visible. The hue of the winged arrow has been changed from “natural green” to the new lush “ŠKODA Green”. The outer area is highlighted with a chrome look.
The previously black circle around the winged arrow has been refashioned into a simple chrome design and is now positioned further from the winged arrow, giving the logo an airier, more adventurous impression. The “ŠKODA AUTO” legend is no longer placed within the circle; instead the word “ŠKODA” is clearly visible, centred above the logo. The new colours, new proportions and new arrangement have resulted in a new logo exuding precision and freshness.
New basic colours, new font
The new ŠKODA PRO font, developed by the producer of the Mota Italic fonts, has been reduced, radiating purity and precision, and is an important part of the company’s new graphics. The colour scheme of the corporate design has been radically simplified. The new green colour used in the ŠKODA logo is Pantone 362, which is available as a standard colour worldwide and exudes freshness and affability. While the previous colour scheme encompassed a spectrum of roughly 400 colours, the new structure is limited to just five: ŠKODA Green, ŠKODA White, ŠKODA Black and two secondary colours – Pantone Cool Grey and Pantone Warm Grey.
New look for sales outlets
The appearance of all ŠKODA outlets is also set to change in the future. “This is not about cosmetic changes – it’s about our corporate identity and the consistent visualization of our values,” explains Jürgen Stackmann. The external design of buildings will also be overhauled. An important element here is to ensure that sales locations stand out day and night. In addition, the interiors will be refreshed to reflect the new brand values. The use of quality materials, greater room for interaction, and the increased floor area express generosity and greater openness in attracting customers. These were the guiding values for the architects designing the new sales CI. “Our sales outlets are the main place where customers come face to face with the ŠKODA brand. To enhance this strong element of communication even further, we will be making the layout of our showrooms more relaxed in the coming years,” said Stackmann.
New logo on ŠKODA cars as of 2012
The logo on ŠKODA cars is set to change from 2012. The design concept presented in Geneva offers a glimpse of the future. The new logo, positioned on the shaped front edge of the bonnet and on the rear of the car, will be designed in a combination of black and chrome. The winged arrow will be rendered more precisely and will be chrome instead of green. The round emblem, in the middle of which the arrow is located, has a chrome finish. The laurel wreath and the ŠKODA inscription will no longer feature as part of the logo.