Economic observation network? Reporter? Wang Haixuan? Every few years, the logo of the car brand will be changed. Recently, China brand SAIC Roewe exposed a brand-new logo-R-shaped logo designed with gradient metal style, which looks much simpler than the current LOGO. Some analysts said that this new logo will be Roewe's new car logo, or a brand-new sub-brand logo that Roewe will launch soon.

Coincidentally, when BMW, a luxury brand, released the i4 electric concept car in early March, it also put on a brand-new logo, which made the visual effect of the new logo more flat and concise. "BMW must adapt to those young digital customers. The brand-new logo and brand design represent BMW's future flexibility and driving pleasure. " Jens, Senior Vice President of BMW Customer Brand? Thiemer said this when talking about the new Logo.

Not long ago, Volkswagen also changed its logo. The structure of its new logo is still a combination of circle and mass, but the visual effect has changed from 3D to 2D horizontal organization. Let's take a look at these two years. Many China brands, such as FAW Hongqi, FAW Pentium, BAIC, Baojun, etc. All of them have done "cosmetic surgery" on LOGO, some of them are only minimally invasive surgery, while others are aggressive.

Some people can't help but ask: can the car with a new standard be sold? This is a "soul torture" for the collective rebranding of independent brands. With the pursuit of technology and intelligence in the automotive industry, logo design of many brands is developing in a more scientific direction. For independent brands, the change of standards adds a layer of significance to enhance the brand height. Of course, there are also examples of unsuccessful rebranding.

Pursuing a sense of science and technology

In fact, from 19 17 to 100 years, BMW's logo has undergone five major changes. The evolution of its logo has gone through a process from complex to simple. Before the flat style became popular, most car logos could restore the texture of real materials, and most of them emphasized the 3D effect.

Since 1950s and 1960s, BMW's logo design has tended to be simple. For example, BMW changed the word "BMW" from gold to white in 1953, and the font style became more refreshing. After 1963 was changed again, it was also a simplified logo.

Now BMW's logo has become flatter and more scientific. This feature is consistent with the intelligent and electrification strategy of automobile manufacturers at present, and is more suitable for the spread of digital media. No matter BMW or Volkswagen, the latest logo design has two characteristics: "flat" and "simple". This kind of limelight first appeared in technology companies, such as Microsoft, Apple, Amazon, Google and other companies, and now it is popular in the automobile circle.

Not only BMW and Volkswagen, but also the design of simple technology has become the new fashion of many brands. Toyota, Nissan, Hyundai, Seat, Citroen, Audi, MINI, Lotus, Volkswagen, Changan and other automobile brands all have logos designed in this style. SAIC Roewe's new R logo is also based on this idea.

But logo, as people's first impression of the brand, is not suitable for mutation. The main design elements of some well-known car companies logos have never changed much. For example, BMW's "blue sky and white clouds" circular pattern has always been used as a classic. Toyota's bull's head logo, Volkswagen's "VW" and Audi's four-ring logo have all surpassed time and become eternal symbols of the brand.

Go to the high end

Compared with foreign automobile companies, China's automobile industry started late, and it is not easy to see the inheritance of classic design and the cycle of design style only from the logo. Generally speaking, the logo of independent brands changes greatly, which is often accompanied by major adjustments in the strategies of various groups.

Previously, the logos of many domestic automobile companies were not even uniform, and commercial vehicles and passenger cars all had their own logos. Such as FAW Group and Dongfeng Group. But starting from 20 10, China brands began to unify the logo. The unified logo of FAW Group is "Eagle Label". FAW Group believes that a unified brand identity is more conducive to the accumulation of brand assets and the spread of brand value.

Dongfeng Group has taken a similar approach since 20 12. Dongfeng Shen Feng, Dongfeng Liu Qi and Zhengzhou Nissan all use the brand logo of Shuangfeiyan, which also appears on Dongfeng commercial vehicles. Geely, another independent brand, returned to a brand on 20 14, and adopted the LOGO of the atomic brand Emgrand as Geely logo, ending the multi-brand era.

However, from 20 18, FAW Group began to differentiate logo. This is related to the strategic transformation of FAW Group. FAW-Pentium launched a brand-new brand Logo from T77 model, namely "1" shaped logo named "Window of the World"; FAW senya adopts the English letter "senia"; When the fourth revival strategy was released, Hongqi brand also replaced the sunflower logo that had been used for more than 50 years with the national flag logo.

Dongfeng Group will also embark on the route of marking differentiation this year. Insiders of Dongfeng Shen Feng recently told the Economic Observer that Fengshen will officially launch the brand rejuvenation plan this year through measures such as younger visual image, younger product image, younger discourse system, younger technology brand, younger hardware image and younger service standard. It has been speculated that Dongfeng Shen Feng may change its bid to distinguish itself from other independent brands in the group, especially commercial vehicles. At present, many brands such as Dongfeng Shen Feng, Dongfeng Scenery, Dongfeng Popular, Dongfeng Style have used the Shuangfeiyan logo on passenger cars.

The change of brand identity of China brand "long-term combination and long-term separation" is due to the consideration of brand strategy development. With the improvement of enterprise product layout, it is inevitable that a new logo will appear. For example, high-end brands launched by independent brands such as Qoros, Geely Link and Great Wall WEY will naturally have their own brands logos different from the parent company.

There are also some independent brands that change their logos because they are not satisfied with the existing car logos, so as to enhance their brand image. And such signs often change a lot. For example, in order to cooperate with the company's high-end strategy, SAIC-GM-Wuling Baojun adopted the diamond logo instead of the previous logo that lacked texture. For a similar purpose, BAIC changed the sign of "North" to "Beijing".

Then, can changing a logo help the brand get better market effect? This is not absolute. A good logo can often bring the finishing touch to a car. But how much a brand can change depends on the enhancement of the brand system behind it. The above-mentioned companies that changed their logos have different market performances after changing their logos, but overall, changing their logos has brought good results.

Data show that Dongfeng Shen Feng, which has completed system reconstruction, has begun to recover. In 20 19, Dongfeng Shen Feng brand rose against the trend, with annual sales of 75,025 vehicles, up 8.5% year-on-year. In June this year, the total delivery volume of Dongfeng Shen Feng Terminal was 10899, with a year-on-year increase of 4.5%.

After the strategic adjustment of FAW Pentium, it also achieved good results on 20 19. The data shows that the cumulative sales volume of Pentium brand in 20 19 was 120500, an increase of 33% over the same period of last year. It is understood that the Pentium brand will reach the annual sales target of 200,000 vehicles in 2020. In addition, the sales volume of FAW Hongqi in 20 19 exceeded 65,438+million vehicles, achieving a year-on-year increase of 203%.

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.