Bugatti unveils its new brand identity – –

“Create the incomparable”. This is the basis of the new identity and new design of the Bugatti brand, which perfectly reflects its raison d’être as the company evolves today from an iconic manufacturer of hyper sports cars to a major luxury brand.

Bugatti Automobiles, which produces the world’s most powerful and luxurious cars from its headquarters in Molsheim, France, has been at the forefront of the automotive industry for more than 110 years. Every car made since the company was founded by Ettore Bugatti in 1909 has been coveted by collectors around the world and praised for its comfort, handling, design, technology and reliability. In the 21st century, Bugatti continues to honor the heritage of Ettore Bugatti and his son Jean with models such as the Veyron, the Chiron and cars inspired by coachbuilding such as the Divo, the Centodieci or the unique edition of The Black Car.

But the world and the automotive industry are changing, and so is Bugatti. The Molsheim-based brand is evolving beyond its status as a manufacturer of exclusive hyper sports cars to become a luxury brand in its own right. To do this, Bugatti is expanding its portfolio of activities beyond the automotive sector, while continuing to rapidly master the many technological changes within the automotive sector. Bugatti’s new identity and design play a key role in this evolution.

As Hendrik Malinowski, director of sales and marketing at Bugatti Automobiles explains: “We didn’t just create a new design for our brand. We have returned to our roots, to this link we have with our history – history that we relied heavily on when repositioning the brand in the 2000s. During that time, we built everything around the Veyron and the eccentricity of Ettore Bugatti, both inimitable in 2005 and the years after. We wanted to assess how the Chiron has changed the positioning and appeal of the Bugatti brand, but also how the world itself has changed over the past ten years. Remember, when the Veyron was unveiled, the iPhone didn’t exist. »

The result is a bolder, more confident, more modern and progressive brand design that is closer to where Bugatti is today and where the brand wants to go in the future.

However, two things have not changed: Bugatti only creates works of art and the brand always ensures that its customers have an absolutely unique experience, in line with Ettore Bugatti’s motto: “If it’s similar, it’s not a Bugatti anymore”.

Bugatti’s new identity is another step in its evolution as an avant-garde French brand, cultivating close relationships with its customers and redefining the hyper-luxury market. This new identity is characterized by the rich heritage of the brand, in particular with the new bright blue Bugatti reminiscent of its French origin, or the emblematic logo “EB”, created on the basis of Ettore Bugatti’s initials. The new Bugatti image has already been partially unveiled at partner dealers and will gradually be revealed to the general public, starting with the change of the logo on social networks and the reissue of all stationery, as well as the implementation of a new graphic charter for events .

According to Hendrik Malinowski: “Technically, we are on the right track to move the brand forward: bold moves keep us ahead. With the new identity, we ensure that the visual representation of the Bugatti brand lives up to this technological avant-garde. »

In order to create the perfect brand identity and design to accompany it as it writes this new chapter of its beautiful and wonderful history, Bugatti has partnered with Interbrand – a leading agency specializing in brand strategy consulting – which has been engaged in 45 years of forging new brand identities for very big names.

Linda Marquardt, head of strategy at Interbrand, said: “Bugatti’s new identity and new design inherit the brand’s famous heritage and give prominence to its iconic elements – such as the ‘EB’ logo for example – while opening a new chapter for Bugatti in the world of luxury . It is a very special moment for a brand that is redefining itself. »

Photos: Bugattic

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