 |
 |
|
 |
|
 |
|
 |
|
 |
|
 |
|
|
|
 |
|
 |
|
Back
23 July 2009
MetaDesign confirmed as Volkswagen’s global branding agency
New framework agreement until 2013 – MetaDesign builds on its successful branding work of the past 14 years
Between April and June of this year Volkswagen re-examined its work with branding and corporate identity agencies and issued a call for bids. MetaDesign, Volkswagen’s lead agency for the past 14 years, defended its position in a two-phase pitch against three internationally operating competitors and is continuing to provide branding support for Volkswagen Automobile, Volkswagen Bank and Volkswagen AG.
“We see the new contract that runs until 2013 as a welcome confirmation of the trust developed through our many years of work with Volkswagen. We are very proud to continue to provide support for the brand on its path toward becoming the world’s most innovative high-volume brand and to ensure the uniform appearance of the Volkswagen brand around the world,” says Arne Brekenfeld, member of MetaDesign’s executive board about Volkswagen’s decision.
The goal of the bid was not to prepare the way for developing a new corporate identity or design, but to ensure consistency in the further development of the three main brands and their sub-brands in all their forms – from brand strategy to solid brand architecture, corporate design and regional adaptation of the brand’s appearance. To achieve that, MetaDesign has already established a comprehensive documentation system for all important brand standards, allowing global coordination and implementation of all strategy and design fundamentals. This work particularly focuses on a stronger global synchronization of the brand appearance in dynamic growth markets – China, India and South America – and for a brand campaign set for the USA. MetaDesign opened a dedicated office for Volkswagen in Beijing nearly two years ago, providing a broad range of services for the car maker directly in Asia. The Volkswagen Group China (VGC) also proved a driving force for Volkswagen’s new global dealership concept, which MetaDesign developed and which includes architecture, signage and the complete interior design. An expansion of the agency’s network to allow even greater regional support for Volkswagen at other sites is currently being discussed.
“With its holistic approach to consulting, MetaDesign provides the full range of branding services, from strategy development to implementation and production of complex branding and communication activities. In 14 years of partnership with Volkswagen, MetaDesign has continually grown to meet new challenges – from a classic, centrally-managed corporate design agency to a global branding agency with a deep understanding of cultural differences in Volkswagen’s various markets and the adaptations necessary to communicate effectively in them. This competence, along with a highly competitive pricing model, was the reason we chose to continue to work with MetaDesign in the future,” said Dr Hendric Hallay, head of brand strategy at Volkswagen about the decision for MetaDesign.
For the past 15 years, MetaDesign has provided support for both Volkswagen and Audi, two major brands in the Volkswagen group, and has gained extensive competence in the highly dynamic and competitive automotive market. The agency has proved its expertise in numerous projects, such as developing a brand vision, establishing and continually optimizing the corporate identity in all media, developing and rolling out the new global dealership concept (currently underway), creating new corporate, product and dealer literature, as well as signage for around 10,000 Volkswagen dealers and partners in Germany alone. Each of these projects contributes to Volkswagen’s ability to act as one global company, communicating consistently to ensure that it is perceived everywhere as what it is: the world’s most innovative high-volume brand.
