"A crisis is always an opportunity", explained the General Manager of Communication and External Relations at Volkswagen Navarra, Jesús Zorrilla, to the 3rd year students of Degree in attendance of Management of the University of Navarra. He did so during a session at the framework of the subject Corporate Communication, in which he detailed how the redesign of the brand image of the German car manufacturer signature was born and how the implementation process is going after the crisis suffered by Volkswagen in September 2015, known as Dieselgate.

The journalist and former student of School of Communication told them that the change is linked to the beginning of a new era for the brand "in which it is committed to electrification, connectivity and carbon neutral balance". Thus, the new electric vehicle ID. 3 "is the spearhead of the new strategy," although signature will not stop producing combustion cars for the time being.

He also compared the old logo with the new one and highlighted some of its features, such as the two-dimensionality, which allows more functionality in the digital environment. He also highlighted the cleaning of details, leaving the image very similar to the original one from the 60's, with which they want users to identify and feel close. 

During the session, he also informed them that the logo incorporates an acoustic signal in some media, and that the traditional male voice used to close television commercials has been replaced by a female voice.

In this regard, Zorrilla emphasized the importance of respecting all the criteria established in a business or institution, of which there are many, for the placement of the brand in the different media, in order for it to fulfill its goal.