Next level braveness:
The reinvention of Škoda
“Next Level – Škoda Strategy 2030” saw Škoda Auto head off into a new era. This move included an extensive refresh of the corporate identity and corporate design. After a pan-European selection process, Strichpunkt was chosen as Škoda’s new branding agency in summer 2021. Together with a very brave Škoda team, this turned into the most radical change in 30 years.
We released the new branding in 2022. Since then Škoda is sporting a look that lives up not only to the demand for digitalization and electrification, but also to the brand’s modernized identity. A new flexible word mark, the duality of two shades of green and a deeply human visual language bring Škoda closer than ever to the needs of present and future customers.
The word mark as
One of the biggest steps was the near-complete elimination of the picture mark in the Škoda logo. Instead, we established the wordmark as the new representative symbol.
It radiates self-confidence. While the Czech glyph „hatschek“ still nods to the brand‘s heritage, it has been seamlessly incorporated into the letter S. Additionally, the lettering gracefully revolves geometrically around the O, creating a harmonious and visually appealing design. The flexible spacing of the letters serves as a captivating and highly adaptive highlight in all kinds of communication.
A flexible and
sophisticated design system
The color green has been associated with the Škoda brand for decades. Introducing a duality of two shades of green, however, presents a multitude of possibilities and lets us communicate with different target groups in a unique and tailored way.
The selection of colors comes from a digital-first perspective. The boldness of Electric Green works as perfect counterpart to the sophisticated appearance of Emerald Green.
Referencing a cubist form language, the old Škoda branding adhered to a rigid and stiffly constructed layout system. Now the elements are ingeniously broken up into flexibly adaptable components. This new versatility allows the brand to seamlessly extend its presence across various digital platforms, ensuring a consistent and captivating user experience for everyone.