ŠKODA AUTO is taking its brand appearance to the next level with the most radical change to its corporate identity (CI) in 30 years. A new brand picturemark will be used to enhance the brand’s appearance on digital communication channels. The ŠKODA wordmark will be used more widely than the company’s picturemark. ŠKODA’s new brand identity will first be introduced in information and communication materials and then rolled out in future models.
The ŠKODA wordmark will be featured more widely than the company’s picturemark in marketing communications. The new styling uses entirely different typography based on symmetry and a combination of round shapes with borders. The most challenging element was integrating the caron above the S, which represents an important part of ŠKODA’s Czech heritage. The so-called háček is now integrated into the first letter.
The winged arrow symbol has been simplified. ŠKODA’s new picturemark will now be rendered without plastic 3D graphics. This is how ŠKODA is responding to the shift towards even more digitalised communication. The simpler, two-dimensional picturemark is more impactful, especially on mobile devices, and can also be integrated more flexibly into different formats.
ŠKODA will use two different green hues in its colour scheme: Emerald and Electric Green. In surveys, many respondents associated these colours with ecology, sustainability and electromobility. The new CI will be gradually rolled out across all platforms – first in information and communication materials, and from 2024, it will also start appearing on newly launched models. The new design will also be reflected in the infotainment and other elements of ŠKODA vehicles. The revamp will also involve design changes to the premises of authorised partners.