A strong, sustainable brand is a key driver for successful business models, products and services - this also applies to German SMEs. More details to the study conducted with ESB Reutlingen: https://t.co/16yG3poBxfhttps://t.co/nHdzjZ1y6h
What do you do when presenting 12 strong brands in an interactive exhibition space that wants to have its own identity? 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.
When creating the DRIVE brand, we used the Volkswagen Group’s typeface, but in black. Revised blue and grey tones were used, but the colour scheme was expanded to include mint and yellow. A symbol representing confidence was also added in the form of the arrow. This created a brand identity that reflects both its relationship with Volkswagen AG and its claim to independence.
Whether it is then Porsche or Audi that moves people makes no difference to DRIVE.
DRIVE Light Blue
DRIVE Light Grey
DRIVE Dark Grey
DRIVE Light Petrol
DRIVE Dark Red
DRIVE Font | TheSans C4s Regular
DRIVE Font | TheSans C4s Bold
„Finding an independent position in an area where strong brands are competing for primacy is challenging. We think we’ve done a good job of mastering it for DRIVE.“
Beate Flamm, Member of the Executive Board / Portfolio Lead for Berlin, Strichpunkt