Lukas Cottrell for W&V: Why the new Škoda logo is not a big hit

Hamburg, 8.9.2022

After Audi and VW, the Škoda logo is now also going flat. For W&V magazine, Lukas Cottrell took a closer look at the brand realunch.

"In terms of craftsmanship, the designers did everything right with the new version of the logo. The line widths and spacing are ideal, the radii are drawn better, and the proportions within the emblem and the color contrast are also a good fit. The interplay between the signet and the new wordmark is harmonious; the proportions are agreeable." Nevertheless, Lukas finds: "The result is not a gamechanger but a missed opportunity. It takes a lot of imagination to decode the logo. That hasn’t changed much, even after the relaunch. It would have been logical to improve the logo’s visual design and give it the distinctiveness, clarity and emotional appeal it currently still lacks.

Curious to find out more – also about the history of the logo? Then read the entire text at W&V online. (in German, W&V membership required)

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