Volkswagen steers new direction

German auto giant Volkswagen and its subsidiary Audi are believed to have appointed Berlin consultancy MetaDesign to review both VW and Audi’s global corporate identities.

MetaDesign, led by typographer Erik Spiekermann, has already completed design guidelines for Audi’s advertising agencies worldwide. The guidelines, which are mostly electronic, include simplified, reworked versions of the Audi identity.

Spiekermann confirms MetaDesign has been working for VW and Audi, but declines to comment on suggestions that the group is undertaking further design work.

MetaDesign is believed to be creating concepts for signs and facades of dealerships, as well as for interiors. Sources suggest the group’s work may be tested in dealerships later this year.

Such a design programme for Audi may be led by a desire to reposition the Audi brand into more level competition with luxury rivals BMW and Mercedes Benz. Nobody was available for comment at Audi in Germany.