To become more than an exclusive hyper sports car manufacturer and evolve into a wider-reaching luxury brand, Bugatti revealed its new corporate identity and corporate design. It is bolder, more self-confident, more modern, and more progressive and thus fits much better to where the brand from Molsheim stands today and the direction it will develop in the future.
We did not just create a new look and feel. We analyzed where we came from, the historical connection we intensively referenced to when re-installing the brand and the Veyron in the 2000s. We evaluated, how did the Chiron change Bugatti’s positioning and brand appeal, how did the world change during the last ten years. Don’t forget, at the time the Veyron came out, the iPhone did not yet exist. – Hendrik Malinowski, Managing Director for Sales and Marketing at Bugatti Automobiles
Bugatti’s new corporate identity is another step to growing its potential as an advanced French brand that creates close customer relationships and redefines the hyper-luxury market. Bugatti’s new corporate design draws inspiration from the brand’s rich heritage – the new vibrant Bugatti Blue, for example, references its French origins, and the iconic ‘EB’ logo created out of Ettore Bugatti’s initials. Bugatti’s new corporate look and feel has already partly been rolled out with Bugatti’s dealer partners and will gradually be launched to the public, starting with a change of logo on the social media channels, stationary and a new event set up.
To create the perfect corporate identity and corporate design, the luxury car manufacturer has partnered with Interbrand, a world-leading branding consultancy that has a 45-year track record of forging new brand identities for some of the world’s most iconic names. “Bugatti’s new corporate identity and corporate design encapsulate the iconic heritage of the brand, giving room to its unique elements, such as the ‘EB’ logo while at the same time opening the brand for an entire new world of luxury experiences. This is a special moment for a brand that once again defines a league of its own.” – claims Linda Marquardt, Head of Strategy at Interbrand.
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