Škoda is one of the big, rich in tradition car brands. Founded by Václav Laurin and Václav Klement in 1895 in the former Czechoslovakia, Škoda has been part of the Volkswagen group since 2000 and is one of the most successful brands in the portfolio of the world’s largest automobile manufacturer. Škoda automobiles convince with an attractive price performance ratio, plenty of space and simply clever product ideas. “Simply clever” – that is Škoda.
For Škoda we have realigned the brand, charged it emotionally and successfully redesigned its global brand image.
Task & solution
Škoda, the Volkswagen group’s attractively priced volume brand, was previously purchased for rational reasons. Škoda’s goal was to create a new brand image which would make the brand more emotional, make it a more likeable family brand and successfully launch its international expansion in growth markets such as Russia, India and China.
We have maintained the brand’s fundamental orientation. “Simply Clever” should continue to be at the core of the Škoda brand and will shape the brand experience. “Space for Life” was the creative leitmotif for our team when developing the new look. The word and figurative marks were deliberately separated from each other to make the brand appear iconic and more confident. In addition, the pictogram is clearer and appears much more urban and high-quality thanks to a fresh, activating green tone. An own house typeface, stylistically responding Icons and a concise layout system – derived from the product design of Jozef Kabaň – determine the new worldwide Corporate Design of the brand. Also, the adaptation for the appearance in asiatic markets was arranged by us.
In addition to designing the entire brand experience – print, sponsoring and online – we also developed the worldwide appearance and future architecture of the Škoda showrooms in an extensive project. The outer shell as well as the interiors and furniture were completely redesigned to provide an inviting experience for the whole family. The new brand identity was presented to all 4,500 Škoda partners worldwide at a World Dealership Conference. For this purpose we developed an exemplary 700m2 showroom, which was enthusiastically received by the partners. Our subsidiary DoubleQ GmbH realized the implementation with a proven partner network from the shopfitting sector.
The integrated 360° re-branding of Škoda takes effect. The brand is growing successfully worldwide, stands for contemporary, modern design and is increasingly being bought out of emotional motifs. This is “Simply Clever”. Syndicate Design was awarded for this work in the Automotive Brand Contest.
Range of services
- brand strategy
- brand architecture
- branding & design strategy
- brand logo
- corporate design system
- orientation system
- production consulting
- design guidelines