• PROUD PAST, BRIGHT FUTURE
    As the largest automotive market in the world, China is a hugely crowded and competitive market. JETTA is designed specifically to provide affordable German design and engineering to compete with locally manufactured entry level brands. With first time-buyers the primary audience, this is an important offering given the desire and perceived value of German car brands.

    While China has changed significantly in the decades since – JETTA’s purpose has not.  The challenge lay in revitalizing the spirit of its pioneering days and reinventing JETTA with a younger personality, modern design language and attitude to appeal to a younger audience on a channel where they spend most of their time – mobile.

    At the core of JETTA’s visual identity is a signature two-line graphic representing the brand’s “Proud Past, Bright Future”. This recognizes the model’s legacy and its transformation into a new sub-brand. The flexible supergraphic is integrated into a modular layout system that allows easy applications for all channels. Meanwhile, JETTA’s people-centric image style captures authentic life moments. Backed by a bold color palette, the overall visual feel is energetic, optimistic and young. 

    Recapturing its pioneer spirit, the JETTA brand goes beyond visual with a new sound signature that is confident and dynamic. Light tones capture the playful positivity of youth, while bassier notes evoke sure-footed confidence. Structurally, the sound follows the signature graphic, aurally building and opening towards the end.


    承非凡,启新境
    中国作为全球最大的汽车市场,竞争十分激烈。捷达品牌为消费者提供高性价比的德国设计与核心技术,与中国本土品牌展开正面竞争,让首次汽车购买者切实的感受到德系车型带来的价值感与满足感。

    近30年里中国日新月异,但捷达从来没有改变过初心。捷达需要重振其开拓时代的品牌精神并赋予品牌更年轻的性格,潮流的设计语言和品牌态度,并强化移动数字端的传播而吸引更多的年轻人。

    双线辅助图形是捷达品牌的核心视觉识别符号之一,它是对“承非凡,启新境”的品牌主张的视觉化演绎。它印证着捷达车型的辉煌过往,并会见证它成为一个独立子品牌的非凡未来。这个灵活的超级图形与模块化的构图板式相辅相成,能轻松适应各种传播环境。以人为核心的视觉风格意在突出真实的生活美好瞬间。同时,大胆的配色运用,让整体的视觉风格变得积极年轻并富有活力。

    除了视觉设计捷达品牌还通过新的品牌声音展现其自信与活力。轻快的音调捕捉了积极欢悦的年轻气质,低音音符体现了坚定的自信。整体上,品牌声音与品牌标志图形相辅相成,并在听觉上呈现出趋向未来的积极和明朗气势。


    Client
    Volkswagen China 
    vw.com.cn
    Senior Brand Manager: Jasmine Ran

    Client services/Designers/Strategists
    MetaDesign Beijing

    Sound Branding
    why do birds 
    whydobirds.de

    Client Services
    Senior Client Manger: Jiang Wenwen

    Design
    Creative Director: Sally Anderson
    Associate Creative Director: Siuming Leung
    Designer: Yafei Wang, Mondo Meng
    Motion Designer: Meimei Luo

    Strategy
    Associate Strategy Director: Owen Li
    Senior Brand Consultant: James Watsonkrips
    Brand Consultant: Lori Luo