Bugatti Unveils Its New Brand Identity – –

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

Bugatti Automobiles, which produces the most powerful and luxurious cars in the world 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 is coveted by collectors worldwide and praised for its comfort, handling, design, technology and reliability. In the 21st century, Bugatti continues to honor the legacy of Ettore Bugatti and his son Jean with models such as the Veyron, Chiron and cars inspired by Coachbuilding such as the Divo, 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 high-end hyper sports cars to become a luxury brand in its own right. To do this, Bugatti is expanding its portfolio of activities outside the automotive sector, while continuing to rapidly master the many technological changes it faces within it. Bugatti’s new identity and design play a key role in this development.

As Hendrik Malinowski, director of sales and marketing at Bugatti Automobiles explains: “We have not only created a new design for our brand. We’ve returned to our roots, to this link that we have with our history – history that we relied heavily on when we repositioned the brand in the 2000s. at that time we built everything around the Veyron and off the eccentricity of Ettore Bugatti, both. incomparable in 2005 and the years after. We sought to assess how the Chiron has changed the positioning and attractiveness 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, modern and progressive brand design that is more in line with where Bugatti is today and where the brand wants to go in the future.

However, two things have not changed: Bugatti only makes works of art, and the brand always ensures that its customers get a completely unique experience, in line with Ettore Bugatti’s motto: “If it’s comparable, it’s no longer Bugatti”.

The new Bugatti identity is another step in its evolution as an avant-garde French brand that cultivates close relationships with its customers and redefines the hyper-luxury market. This new identity is marked by the brand’s rich heritage, especially with the new light blue Bugatti, which recalls its French origins, or the emblematic logo “EB” created from the initials of Ettore Bugatti. The new Bugatti image has already been partially revealed 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: “Technologically, we are on the right track to drive the brand forward: bold initiatives will keep us ahead of the curve. With the new identity, we will ensure that the visual representation of the Bugatti brand lives up to this technological avant-garde.”

To create the perfect brand identity and design to accompany it in writing this new chapter of its beautiful and grand history, Bugatti has teamed up with Interbrand – a leading agency specializing in brand strategy consulting – which for 45 years has been creating new brands identities for very big names.

Linda Marquardt, head of strategy at Interbrand, said: “Bugatti’s new identity and design captures the brand’s illustrious heritage and pays homage 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 again. »

Photos: Bugatti

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