New VW Logo for a New VW Image Debuts on 2020 Atlas Cross Sport

In August, Volkswagen announced ahead of the 2019 Frankfurt auto show that it would undergo an overhaul of its brand identity, featuring a new take on VW’s classic badge as well as typography, a “sound logo” and a “female voice” to complete the set. The Wolfsburg, Germany-based automaker would like to remind you gently amid the ambient madness that said rebranding did, indeed, go through — and you can now find it in the U.S. adorning the 2020 Atlas Cross Sport SUV.

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“The new design is a refreshed, minimalist take on the classic logo, allowing for more flexibility and versatility when it comes to the signature symbol,” VW said in a statement. “It’s a modern and simpler version of the previous logo.”

Originally unveiled atop the company’s headquarters in Germany on the eve of the Frankfurt show, the new logo looks like a flattened version of the old one. Minor tweaks include disconnecting the bottom points of the “W” from the ring as well as eliminating shading and shadow effects. The result is a logo reduced to its barest form that VW hopes will catch the eye of a younger, more digital-minded audience.

The two-row version of VW’s award-winning Atlas three-row SUV isn’t ground zero for just the overall company rebranding, either. In October, the Atlas Cross Sport R-Line was revealed with the new R logo for the company’s performance lineup. But while it may be the first to display the new insignia, it’s possible you’ve already noticed the rollout in full effect as VW’s 2021 models drop one after another — take a close look at the mildly updated three-row Atlas and redesigned Golf, for example.

Will it work as a means of getting some psychic distance between the brand’s current electric push and its Dieselgate past? We’ll see. The 2020 Atlas Cross Sport is on sale now.

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