8th September 2022

Auto identities, “2D or not 2D that is the question!”

Shakespearian jokes aside, Škoda’s rebrand made me think about a piece we wrote back in 2020 following BMW and Volkswagen’s shift to 2D identities, you can read it here .

In addition to BMW and Volkswagen, we have seen several other automotives make the move from shiny analogue to digital friendly 2D identities; for example, General Motors, KIA, Nissan, Volvo. And why not? We live in an age where a logo has to work just as well on the front grille as on a screen.

However, a lot of what we said in 2020 is still true today - car makers can no longer rely on badges to differentiate themselves. If a large section of the industry is converging to 2D presenting a homogenised collection of brands, how do each of them create differentiation for themselves? What happens to the heritage and emotional ties that were woven into the original identities?

The brand message in this scenario has an even more important role to play. All supporting brand imagery and assets need to work harder, creating more engaging communications than the previous identity was able to allow. The resultant freedom for creativity in communications more effectively on, offline and in person will allow the brands to forge an even more intimate relationship with their audiences, especially those from the most discerning demographics in terms of content consumption.

Whilst it’s important to ensure the brand is effective in the digital world, one has to make sure that the result is not a bland identity that’s overly reliant on features such as animation to create personality. When that extraneous element is absent, things will be as useful as a two legged stool.

Maserati exemplified in its recent rebrand that it’s also important not to be so focused on the digital canvas, that everybody forgets it’s actually a physical product that’s being supported. Ultimately the product has to sell and has to be the hero, no matter how flexible the logo.