SKODA Undergoes Biggest Branding Change In 30yrs

Car manufacturer SKODA has revealed the importance of brand reinvention, having modernised its design in the biggest marketing shake-up the firm has undergone in 30 years. The Czech company, which has been around since 1925, is planning to change its logo, focusing on two shades of green. Martin Jahn, member of the SKODA board of directors responsible for sales and marketing, said: “With the new corporate identity, we are taking the look of the entire brand to the next level.”

He stated: “We see this as an ideal opportunity to adapt the brand to a decade of transformation and modify its look and feel to match the needs and expectations of our customers.” The green identity reflects the manufacturer’s move towards electrification. Marketing representative from SKODA Petra Mackeova said the emerald green and electric green “allude more strongly to electromobility”. Due to the Next Level SKODA Strategy 2030, which sets out the company’s digitalised future, it was felt the brand identity and logo design had to change.

This has seen the logo redesigned in 2D graphics, making it easier to recognise. The name will now become the main form of marketing tool, replacing the winged arrow on the front of the vehicles. When it came to the brand changes, 165 proposals were put through a rigorous testing procedure to ascertain which would work best, based on the feedback of more than 2,200 respondents.

The secret to an eye-catching and memorable logo is bright colours and simplicity. The Domino’s Pizza branding, for instance, is instantly recognisable but it only consists of two colours, red and blue, put together to represent both a pizza box and a game of dominoes. 

For re-branding advice, contact our marketing agency in Bedford today.