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Volkswagen Changes Font


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Credit: Car and Driver

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From the story:

...the previous typeface was called VW Utopia, and it’s being replaced by Volkswagen Text; VW OT makes way for Volkswagen Head. Is it better? VW says it is “more contemporary, less geometric, and features dynamic contrast.” And that it is “inspired by VW’s distinctive vehicle design.”

VW’s marketing chief Xavier Chardon says that the new typeface—which was created by the outside agency MetaDesign—will appear “in and on our cars,” so we wouldn’t be surprised to see it on the trunklids of future VWs, too.

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VW has "distinctive" vehicle design? Aside from the VW Beetle and GTI, nothing they make now is "distinctive" in any way. The Jetta and Passat both look bland and pedestrian.

The change isn't "bad", but why change just the typeface and keep "Das Auto" as your slogan?

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Well the new font isn't bad but concidering the old font is becoming iconic and associates with VW right away, I don't quite see the point - especially when most brand are going retro, why would you chose to change?

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VW has "distinctive" vehicle design? Aside from the VW Beetle and GTI, nothing they make now is "distinctive" in any way. The Jetta and Passat both look bland and pedestrian.

Their marketing dept has delivered some mighty poor tv spots in the past few years.

While every other car maker & their brother have been dutifully promoting specs, awards, etc... VW was giving us a lady picking out a Jetta as slab of meat at a deli, + a guy meeting one of their cars parked in a horse stable.

How very competitive of them. 90's Jettas had more style... now they're just toasters on wheels.

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Well I personally didn't buy a Volkswagen Golf because of styling and distinctive design or even because of what the commercial was. It was down to performance, specs and most importantly reliability.

The new font is a downgrade because you can't replace the iconic original look but I wouldn't say they've done their sales figures any harm because of it.

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it's not the most distinctive font but it absolutely fits the modern cars, and will be an appropriate and aesthetic asset to an already strong identity. they've eliminated a font that had similar characteristics of the old cars (obviously the boxy GTi) and applied the same philosophy to the new generation. it's modern as they say, and overall has better proportions throughout the alphabet and numbers. this is an excellent example of a brand adjusting the identity to fit modern times and their modern products. job very well done - and i want a Wolfsburg GTi even more now.

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