Volkswagen announced a further update to its branding — the classic VW logo got a two-dimensional refresh in September — with a new “R” logo for its sportier and sport-inspired models. The new logo will first appear on the Atlas Cross Sport R-Line SUV, which will make its global debut Friday.
The rest of the list of Volkswagen R models is depressingly short in the U.S., however, as the Golf R’s status is currently in limbo, and everything else — Jetta, Passat, Arteon, Tiguan, Atlas — is an R-Line model, which means it just looks sportier. (Meanwhile, there’s a Golf R wagon in Europe? There was a Golf R Cabrio!?)
The new R logo looks a bit like a rabbit with no ears — or its ears are pinned back — running forward. Other outlets have pointed out that, if you didn’t know it was supposed to be an “R,” you might not think it was, and I’m inclined to agree.
In Volkswagen’s own words: “The new R logo symbolizes the performance brand’s fresh start. It is more modern, distinct and sleek. …
“The new company logo is characterized by the pristine line width and a clearly horizontal arrangement featuring dynamic curves. Moreover, the prominent diagonal line serves as a stark contrast, thus underscoring the brand’s overall progressiveness. The elongated R creates a broader, more powerful impression and defines Volkswagen’s commitment to performance and exclusivity.”
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Once the Atlas Cross Sport R-Line debuts, the new R logo will then trickle down to the rest of Volkswagen’s lineup, though no specific timetable has been given.
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