For People and Mobility

On the way to a

New Identity

In 2014, the old Volkswagen Group Forum was at a turning point. The building was remodelled. The name was changed. And, together with Strichpunkt, a new opportunity was discussed – more than just opening another stylish showroom.

A vibrant, modern brand at the heart of a bustling city.


Find out more

about the strategy behind DRIVE.

Mobility drives

us all

It was the start of a new corporate identity for DRIVE. The Volkswagen Group Forum posed questions: what should DRIVE stand for in the future? Is it a car dealership or an embassy? Is it a shop window or a meeting place? Representative or relevant? What has been established is a place with a clear idea and a new identity.

An engine driving the mobility of tomorrow.


Brainstorming for

the future

As a space for ideas, DRIVE is concerned with mobility. Its central design element is the arrow. As a symbol for drive and movement, the graphic logo changes its direction just as quickly as its shape: 12 arrows represent the 12 brands that regularly use the Forum. DRIVE has become unmistakeable thanks to a flexible interplay of arrows, colours and a powerful typeface. The corporate design has come alive in the printed imagery and communication within the space and in both the guidance system and the digital apps.

A modern brand at the heart of a bustling city.

Find out more

about the corporate design for DRIVE.



for everyone

What do you do when presenting 12 strong brands in interactive exhibition spaces that want to have their own identities? Our idea was to create a visual brand that is independent and reserved at the same time.

This opens up space. Even for an entire Group.