Volkswagen has revealed an updated R logo that it says will still symbolize performance while also representing the brand’s “fresh start” — its refocus on electric vehicles, rather than the diesel ones that got it into trouble back in 2015.
VW similarly rejiggered is brand’s main logo, eliminating its three-dimensional aspects for a streamlined version highly reminiscent of the symbol used through the 1970s, debuting the new (old?) design at this year’s Frankfurt Motor Show. But the R’s transformation has resulted in something entirely novel, abandoning the leftmost vertical line in favor of an abstracted representation of the letter.
However, tweaking the visuals of a single character doesn’t have much meaning in itself. All we really care about is whether or not the R badge will still denote the maximum performance available from various VW models.
“The R marks the athletic apex of our model program and the R logo serves as an expression of both aesthetics and sportsmanship,” Klaus Bischoff, Head of Volkswagen Design, said in a statement. “At the same time, it is gaining in terms of both clarity and charisma, as is the new Volkswagen brand logo.”
That’s a vague “yes” from VW, then. The letter R will continue to denote the brand’s more-aggressive vehicles — starting with the Atlas Cross Sport R-Line later this month. Volkswagen also said the emblem will be used for full-fledged R models, like the Golf R.
The old R can be seen here:
Unfortunately, we don’t know when to expect that next Golf R. The hot hatch is scheduled to be absent for the 2020 model year, only to return once the manufacturer has the Mk8 Golf sorted out. That leaves the R-Line using the badge exclusively for a year or two. They’re not exactly raucous automobiles, with most receiving a subtle appearance package and a bit more standard equipment than one might find on the base trim. It’s a case of being more performance inspired than performance oriented.
As for the new emblem, beauty is always in the eye of the beholder. One could make the argument that the new R offers a subtlety that complements the reserved styling VW is known for. Then again, the German brand’s styling could be subtle enough already and in desperate need of a bold icon that clearly signifies something special. While not an issue for R-Line cars, true R models would be losing something. We doubt most onlookers will even recognize the logo as anything other than a couple of wavy lines.
Hopefully Volkswagen goes the extra mile to distinguish R-Line models from the more legitimate performance vehicles. While plenty of of us like flying well below the radar, most drivers prefer to show where their money was spent.
[Images: Volkswagen Group]
I like it—a lot.
Better still, it sort of looks like the front portion of a rabbit running from left to right. The head and backswept ears would be the loop of the R, while the diagonal line would represent the front leg.
The upward curve represents their 180 degree turnaround on diesel viability and compliance issues.
The bottom curve is a forecast of market share over time.
Hahaha. Both are nice interpretations, though I think I prefer Toolguy’s version. LOL
A little worried about what the new GTI logo will look like……..why mess with what works and is globally recognized.
Not a fan. Doesn’t mesh well with the existing logo or fonts used.
Will the length of the shaft be longer on higher end models? You know, for comparison purposes.
That looks as cheesy as the faux “K” logo that KIA owners think looks good.
Sure, it’s a nice font and all, but since this is Volkswagen is there any way to be sure that it isn’t rigged to look sportier than it actually is?
Cicero,
LOL. Note that the old R (second picture) had a heavy dose of “coloring outside the lines” (bending the rules) symbolism.
R they serious?
Ok, to the VW logo change (which somehow I missed). There is a theory (not guaranteed, but a fairly good guideline) that says that your company is pretty much doomed the day you build a new headquarters building or change the logo.
Exactly what happened when AT&T decided to castrate his “golden boy” and a few years later it was broken up.
Who knew: https://en.wikipedia.org/wiki/Spirit_of_Communication
Did someone at VW just watch Pretty Woman and notice the Regency Enterprises logo?
As a current Golf R owner, I hate the new logo. Why is everyone always trying to “improve” everything? Fix the stuff that needs to be fixed, don’t screw up what already works.
Hate to say it but I’ll give 20 bucks to see the look on your face when it appears on the big rump of a Tiguan. And you know it will too!
R or no R – for me it does not make difference. I never knew that it even existed.
How about S? It also needs to be updated. S makes me really exited. And T too, as well as U, V and rest of the Alphabet I bet.
Yes!
https://forza.fandom.com/wiki/Volkswagen_Scirocco_S
Hmm. that fender applique/trim though.
Is FoMoCo already trying to pawn off low-demand, surplus Lincoln parts for a few extra bucks on Quarterly SH report??
I see they are focusing on the hard, important stuff; now that De Nysschen is back from his stint hawking handbags at Cadillac…….
Baahahaha!
Turn it 90 degrees to see it in its flaccid glory with boys just hanging around.