Škoda’s new identity looks toward a digital and electric future
The rebrand saw changes made to both the symbol and the wordmark, while a refreshed colour palette has been introduced.
Škoda has revealed a new identity, featuring a 2D symbol and wordmark, which have been separated from one another as it prepares for a future as an electric car company.
The Czech car brand, which is owned by Volkswagen, says it has carried out the work in house. When the rebrand was first mooted in March then CEO Thomas Schäfer confirmed that the new branding would first appear on Škoda’s three new electric models: a Skoda Superb successor, a city SUV, and a potential all-electric Skoda Octavia.
Skoda brand design manager Petra Mackeová explains how the winged arrow symbol has been “simplified” and “will now be rendered without 3D graphics”, so it can be “integrated more flexibly into different formats”. The new “more impactful” 2D marque is part of Škoda’s plan to move towards “even more digitalised communication”, she adds.
Škoda’s wordmark has undergone a more drastic change. Mackeová says that its new bespoke typography, named Škoda Pro, is “based on symmetry and a combination of round shapes with borders”. She adds that one of the more challenging aspects was “integrating the caron above the S” as it represents “an important part of Škoda’s Czech heritage”.
The accent known as the “háček” is now incorporated into the first letter. Research carried out by Škoda found that the new typographic wordmark is “easier to recognise and identify”, according to Mackeová.
In line with the car maker’s new digital-first direction, the Škoda wordmark and symbol will now be used as separate entities. Mackeová says that the typographic logo will “feature more widely than the company’s picturemark in marketing communications”.
Despite wanting to change and adapt, Škoda also wanted to “maintain a link with history” by enhancing its green-centred colour palette, says Mackeová. She adds, “Few brands have the colour green ingrained in their DNA as Škoda does.”
She says that the two new green shades – Emerald and Electric Green – have been implemented to “refresh the design”. Respondents who took part in Škoda’s surveys “associated these colours with ecology, sustainability and electromobility,” according to Mackeová who adds, “customer opinions played a key role in the new identity”.
The Next Level Škoda Strategy 2030 comprises five dimensions: a new product portfolio of electric cars; updated brand appearance; expanded customer base; investment in digitalisation and employees; and reducing its CO2 fleet emissions by 50%.
The new identity will roll out gradually across all platforms, starting with communication materials. From 2024, it will start appearing on newly launched models.
Škoda is the latest of many car company’s to rebrand to reflect a digital and electric strategy. Brands like Maserati, Volvo, Aston Martin, BMW and Volkswagen have all rebranded in the last three years.
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SHOKA.
This is far more well thought out and considered than the revamp of the Aston Martin badge by Peter Saville. Škoda have come such a long way in the last 30+ years thanks to VW ownership. Credit to the in house team for this work.
Actually the typography seems to be more based on Eurostile… Watching the ‘reveal’ highlights that the ‘wing’ device is relatively recent and so it is surprising that was not tackled head on and the opportunity taken to change that completely.
There is an obvious (possibly too obvious) way that the typographical element “Š” could also have instead been utilised in a more compelling marque. The wordmark – since it too has used a double device – could have been more compelling too and echoed a different marque – oh well…maybe next time.