Bugatti Unveils Modernized Visual Identity To Speed Beyond Hyper Sports Cars
By Mikelle Leow, 27 Jul 2022
As the automotive industry swerves down exciting new paths, Bugatti is feeling a little stunted by its reputation as just a hyper sports car maker. In driving its new stance forward, the marque believes it necessary to overhaul its corporate identity.
“As the world changes and industries shift, so does Bugatti,” the company outlines in its announcement. Bugatti says it is rising above its role as a manufacturer that exclusively builds hypercars “to become a wider-reaching luxury brand.”
What this implies is that speed will take a back seat, as the company reveals that it will also extend its portfolio “outside the automotive territory” all while “mastering new technologies within automotive.”
For this dramatic transformation, the carmaker turned to longstanding brand consultancy Interbrand to work on the revamp.
In spite of Bugatti’s new, forward-looking ethos, the visual identity is still partly clamped to its heritage, emanating the historic impact of Bugatti’s two most iconic cars, the Bugatti Veyron and Bugatti Chiron.
The logomark features an all-new Bugatti Blue, a nod at the company’s French roots, along with the initials of founder Ettore Bugatti.
As part of the ground-up overhaul, Interbrand also designed a bespoke typeface alluding to some of Bugatti archival typography.
The overall lightweight look represents an image that’s “bolder, more self-confident, more modern, more progressive and thus fits much better to where Bugatti stands today and the direction Bugatti will develop,” says Bugatti.
It’s worth noting that the new branding won’t replace the badges on Bugatti’s cars. It’s an overarching corporate symbol designed to greet customers at dealerships and events, as well as made to appear on Bugatti’s online channels. The French marque has begun rolling out the identity in these places.
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