This is exactly what VW needed: The brand is launching not a new advertising strategy for the U.S. or a low-cost car for global markets, but a new font. And it won’t only be featured in the brand’s stationery and brochures, it will be found on every new VW’s dashboard, center stack, and infotainment system as well.
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For font nerds, the previous typeface was called VW Utopia, and it’s being replaced by Volkswagen Text; VW OT makes way for Volkswagen Head. Is it better? VW says it is “more contemporary, less geometric, and features dynamic contrast.” And that it is “inspired by VW’s distinctive vehicle design.” But is it? Last time we checked, VW’s vehicle design was getting ever more geometric, with the solitary exception of the diminutive Up.
-VW’s marketing chief Xavier Chardon says that the new typeface—which was created by the outside agency MetaDesign—will appear “in and on our cars,” so we wouldn’t be surprised to see it on the trunklids of future VWs as well.
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If anything, the new typeface seems to lack the authority of the old one. But perhaps “Das Auto” needs to lighten up a bit, anyway.
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via Agya
