I Buy a Car 75 Years of Brand Identity and Good Typography Pay Off for… — Volkswagen Atlantic

9 Июн 2015 | Author: | Комментарии к записи I Buy a Car 75 Years of Brand Identity and Good Typography Pay Off for… — Volkswagen Atlantic отключены
Volkswagen Atlantic

I Buy a Car: 75 Years of Brand and Good Typography Pay Off for Volkswagen

my VW Jetta. Also known as on the car-sharing service Getaround.

I to say, going to California, Valley, new job, all important; but a first car: pivotal.

a lot of cars seem to me quite designed but undistinguished, or only so. Older Jettas had a more angular style, but current like my grey 2010 S are quite similar to a swathe of models from Detroit, even to many more cars like Benzes and often-tame Japanese luxury

On the other hand, for me, as an honorary and expert introvert, avoiding and statement is a key criteria. Self-expression via my That, for me, veers perilously to arriviste, even gauche.

was originally called the KdF-Wagen” ( Kraft durch Freude – through joy”)

Therefore, elements like brand history, personal association, and matter a lot. This is for all that this depends on engineers, marketers are in the drivers . In the developed world now, are so ubiquitous, so generally well-engineered and on extremely mature core — are so functionally equivalent for most — that, I think, most over $10,000 that spends on a new car is almost purely to be won by and identity.  S ubtle and repressed perhaps masked by practical (“we need it for the kids”… and reliability are key features to me”…) but nonetheless.

If you also consider the evidence that most people buy soon after deciding to the market, with very research, then you realize cars, while being engineering at base, are in fact a huge and lucrative field of expression. In fact, the more the talks about engineering e.g.), the more it’s to be about identity.

Taking me, for let’s take a tour of fertile field the marketers, not the have to plough. My father owned a Model A Ford, along with the Model T was the “people’s car” designed to be to all workers. This was precisely the goal of the (*cough* Nazi) Labour Front, starting in for what was originally called the ( German: Kraft durch – “strength through joy” — the of the giant state-controlled leisure in Nazi Germany) and then “people’s car” (a term in Germany as far back as the 1920s).

the VW operation was about to be dismantled WWII under the “pastoralization” pre-Marshall Plan, VW was saved by an British Army overseer who to start selling VW trucks to the forces and the German postal Some returning UK soldiers allowed to bring their VW back to England after the thus seeding the market.

BMW 2002 (produced 1968-76), green like our one

My father owned a Beetle, and my parents a VW and further on the German front, in I grew up riding around in BMW 2002.   (a practical and best-selling now considered one of the most classic and of all BMWs).

All this no doubt is of why I tend to like German For a design and book devotee me, Germany is also importantly the of Gutenberg, the Bauhaus and Modern and the Frankfurt Book Fair. So I’m pleased to learn — as an aspiring type, and dual U.S. / citizen — that the name comes from the German for the Atlantic jet stream, as in the “winds of blow” (Martin Luther’s Die der Freiheit weht, Stanford’s ) between Europe and America.

It hurt, either, that group also includes Porsche . and Lamborghini . some of my other marqees. (if I were the to reach . as the British say condemningly, I even say that I think of my as really an entry-level Audi . In clothing — or more sheepish as the case may be).  Bearing in that in my new environs of Silicon a nearly-new Jetta (which I of as fabulous, unimaginable and nearly luxury, any moment to be found out . and me thrown back in jail) — counts as practically a junker, a throwaway car, or something you to impress upon your that you’re truly a bones, “skin-in-the-game” startup A 2010 Jetta is far cheaper the average car on the road here, as my agent told me, with a and perhaps pitying nod, selling me collision insurance.

The Volkswagen campaign for my sentiments took off in the 1950s, however, VW began its extraordinary run of game-changing, effective counter-cultural U.S. with the print campaigns by Doyle Dane Burnbach .

The Think Small series of a famous example of which is at were revolutionary for their graphic modesty, counter-intuitive and sometimes leaving off brand, and product description entirely. It was the No. 1 campaign of all time in Advertising Age ‘s The Century of Advertising . [3

Apple different” ads

Never mind a 2010 Jetta is hardly by world standards, and if you look at it in the of the whole VW range you see it’s a sedan”, far up the list above the categories of City Car, Mini, Mini, small etc.  Volkswagen reached out to uncomfortable with “Big” chafing at that Whitman-esque yawp” and raw power . and invited us in to the clubhouse. (connecting to the original IBM slogan dating from the but even more importantly, to later “Think different,” derived from “Think all the way down to the lower-case capitalization of VW was a pre-Steve Jobs version of

VW “VDub” parody ad, 2006 – to play

A more recent of counter-cultural marketing by Volkswagen totally worked for me is their advertising campaign from three TV ads parodying MTV’s show Pimp My Ride. as Episode 1, “Wrecking Ball. “  stars an effete German named Wolfgang, and German Zonja Wöstendiek as his assistant Helga, who mock the hip-hop absurdly vain hot-rods, and destroy them, to introduce a and trim VW GTI.  Awesome!  pimp-my-ride jerks who used to us around on the playground, now we get to destroy wide-boy blaring-exhaust tail-finned abominations! (those which Tom satirized in his landmark 1963 “New Journalism” essay, Goes (Varoom! Varoom!) Kandy-Kolored (Thphhhhhh!) Tangerine-Flake Baby (Rahghhh!) Around the (Brummmmmmmmmmmmmmm)…”, title essay of The Tangerine-Flake Streamline Baby ).

But politics aside, the true and deal-clincher for the 2010 Jetta, its Selling Proposition (thank friends in Marketing) is, for sure, the typography .

VW was already way out ahead its general logo, which stacks the V and W into a the type of center-crossed “W” beloved to typography everywhere, and joins the power of a to dynamic zagging diagonals. the trinity? Lexus?  yawn.. ). the center-crossed “W” in the icon of one of our most New Economy symbols, Wikipedia:

2010 Jetta hubcaps win for best typography

Now notice the of “V”s and “W”s contained in the specific to (as far as I’ve seen) the Jetta, at left. Genius. Totally unnnoted by most but also highly distinctive you finally see it. (like me! I’m just That’s just what most people feel).

In I may be a shameless capitalist tool and a of advertising masterminds. But, so far as I see, in the brief time I had to my purchase, there were a manufacturers out there in a fiercely market, making quite quite similar cars at a price, similar fuel and safety rating etc, highly mature technologies. is short, research is hard, all seem satisfactory. What am I to do? I’m going to enjoy myself by in the fertile sea of emotional / cultural around cars, because what I’m really buying, not a car — that’s the real value in it for me. I’m make some little subtle — but for me all-important — about the A Ford that was my father’s car, and the value I place on, good typography.


Addendum (1/15/12 9pm):

My observes that, not only did I around in that BMW 2002 growing up, but I worked hard and to maintain it, as shown in this he sent, from circa

My two sisters . on the other hand, the of indifference as seen in background rope or something, now drive a and a Toyota. Coincidence? I don’t so.

The point is, parents, you have a responsibility: instill good preferences in your children by age or it could be game over.

pops.  Super Dad and, German auto industry ambassador #1.

Comments?  email tim tjm.org, or Twitter @mccormicktim.  Due to problems, comments entered will be delayed for approval.


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