UK car brand Vauxhall has today unveiled a new-look corporate marque and boiler-plate badge, its first identity redesign in five years.
The two designs both retain Vauxhall’s iconic griffin and have been refreshed by Vauxhall’s in-house team, led by Vauxhall vice-president of design Mark Adams.
The boiler-plate badge uses chrome over black, and will be used on new models launched at the British International Motor Show from July.
The corporate logo, featuring chrome over red, will be used across letterheads, brochures and corporate literature.
‘It was important to retain the griffin, which is part of our heritage,’ says a Vauxhall spokesman. ‘It’s a simplification, giving a cleaner look. The chrome-on-black badge that will be used on the car will blend better with different body colours,’ he adds.
Vauxhall says that its latest pared-down look is a result of its ‘rapid progress in vehicle design’ and reflects the changes in its overall brand perception.
‘A cleaner, less fussy badge will complement a design language which started in 2005 with the current Astra, evolved still further with the 2006 Corsa, and will continue this summer with Insignia,’ says the spokesman.