Create the Incomparable: Bugatti unveils new corporate identity
‘Create the Incomparable’: Three words form the foundation of Bugatti’s new corporate identity and corporate design, perfectly encapsulating its raison d’être as it evolves from iconic hyper sports car manufacturer to a wider-reaching hyper luxury brand.
Bugatti Automobiles has been at the pinnacle of the automotive industry for over 110 years, creating the world’s most powerful and luxurious cars from its home in Molsheim, France. Every car crafted since the company was founded by Ettore Bugatti in 1909 is desired by collectors and praised for its comfort, drivability, design, technology and reliability. In the 21st century, Bugatti continued to live up to the legacy of Ettore Bugatti and his son, Jean Bugatti, with models like the Veyron, Chiron and coach-built cars such as the Divo, Centodieci and one-off La Voiture Noire.
But as the world changes and industries shift, so does Bugatti. The brand from Molsheim is evolving to go beyond being an exclusive hyper sports car manufacturer to become a wider-reaching luxury brand. To accomplish this, Bugatti is expanding its portfolio outside the automotive territory as well as mastering new technologies within automotive. Bugatti’s new corporate identity and corporate design are a key part of this evolution.
Hendrik Malinowski, Managing Director for Sales and Marketing at Bugatti Automobiles: “We did not just create a new look and feel. We analyzed where we came from, the historical connection we intensively referenced to when re-installing the brand and the Veyron in the 2000s. We evaluated, how did the Chiron change Bugatti’s positioning and brand appeal, how did the world change during the last ten years. Don’t forget, at the time the Veyron came out, the iPhone did not yet exist.”
The outcome is a corporate design that is bolder, more self-confident, more modern, more progressive and thus fits much better to where Bugatti stands today and the direction Bugatti will develop to in the future.
Two things, though, remain constant throughout; everything Bugatti produces is a bespoke work of art, and every customer gets to experience something completely unique following Ettore Bugatti’s motto: “If comparable, it is no longer Bugatti.”
Bugatti’s new corporate identity is another step in unlocking its potential for growth as an avant-garde French brand that cultivates close customer relationships and redefines the hyper-luxury market. Bugatti’s new corporate design is steeped in the brand’s rich heritage, such as the new vibrant Bugatti Blue which references its French origins, or the iconic EB logo created out of Ettore Bugatti’s initials. Bugatti’s new corporate look and feel has already partly been rolled out with Bugatti’s dealer partners and will gradually be launched in the public, starting with a change of logo on the social media channels, stationary and a new event set up.
Hendrik Malinowski, says: “Technologically we are on the right path to move the brand forward: with bold moves that will keep us ahead of the game. With the new CI/CD we will make the brand appearance live up to this technological incomparability with iconic touchpoints and activations.”
To create the perfect corporate identity and corporate design to move Bugatti into the newest chapter of its illustrious history, Bugatti has partnered with Interbrand, a world-leading branding consultancy that has a 45-year track record of forging new brand identities for some of the world’s most iconic names.
Head of Strategy at Interbrand in CEE, Linda Marquardt, says: “Bugatti’s new corporate identity and corporate design encapsulates the iconic heritage of the brand, giving room to its unique elements, such as the EB logo while at the same time opening the brand for an entire new world of luxury experiences. This is a special moment for a brand that once again defines a league of its own.”
BUGATTI has been at the pinnacle of the automotive industry for over 110 years, creating the world’s most powerful and luxurious automobiles from its home in Molsheim, France. Every car crafted since the company was founded by Ettore Bugatti in 1909 is praised for its comfort, drivability, design, technology and reliability, desired by automotive connoisseurs from around the world.
In the 1920s, the French brand became known for its racing successes mainly with flagship models including the Type 13 and Type 35 and their derivatives. Parallel to racing successes, the brand’s portfolio broadened under the influence of Ettore Bugatti’s eldest son Jean – an exceptionally gifted designer – to elegant touring cars. His most distinguished coach-built bodyworks were the Type 41 Royale and the Type 57 SC Atlantic, some of the most expensive classic cars in the world.
Throughout its history, BUGATTI has had a number of ingenious custodians, each ushering in a new era with their individual blend of artistry and engineering excellence. Following Ettore and his son Jean Bugatti, the brand was revived by Romano Artioli in the 1980s. His creation, the EB110, introduced several innovations that set new benchmarks for sports car performance, including a quad-turbocharged engine, carbon fiber monocoque and advanced four-wheel-drive system.
In the early 2000s, BUGATTI reached another level under the stewardship of Ferdinand Piëch. With the introduction of the VEYRON 16.4, BUGATTI created an entirely new segment: the hyper sports car, becoming the first production model to break through 1,000 PS and 400 km/h.
In 2016, the CHIRON once again redefined speed and usability. Built around an evolution of the VEYRON’s 8.0-liter quad-turbo W16 a derivative of the CHIRON with a 1,600 PS version became the first vehicle from a production manufacturer to break the 300mph barrier. The legendary W16 engine is also at the heart of highly exclusive coach-built models: the DIVO, LA VOITURE NOITE, CENTODIECI and BOLIDE.
Today, BUGATTI is part of the BUGATTI Rimac Group and well underway with the development of the next-generation of BUGATTI hyper sports cars, true to Ettore Bugatti’s motto “If comparable, it is no longer BUGATTI.
Interbrand has been a world leading brand consultancy, for over 45 years – having pioneered iconic work and forged many of the brand building tools that are commonplace across the industry today.
At Interbrand, we know that in an age of unprecedented abundance of choice and speed of innovation, customers’ expectations are moving faster than business. While incremental change is still essential, it is no longer sufficient. It takes bold moves to leap ahead of customers and competitors. We call these moves Iconic Moves.
In collaboration with the world’s leading brands, our global team of thinkers and makers are pioneering the future of brand building. By turning customers into active participants, we help our clients strengthen their brands on an ongoing basis – our approach gives them confidence to make Iconic Moves that spark desire and create utility, driving extraordinary results.
Interbrand is a part of Omnicom’s Brand Consulting Group, which sits within the Communications Consulting Network.
Group is made up of Interbrand, the world-leading brand consultancy, and C Space, the global customer agency.
Interbrand has been the world-leading brand consultancy, for over 45 years – having pioneered iconic work and forged many of the brand-building tools that are commonplace across the industry today.
We know that in an age of unprecedented choice and speed of innovation, customer expectations are moving faster than business. While incremental change is still essential, it is no longer sufficient. It takes bold moves to leap ahead of customers and competitors. We call these moves Iconic Moves.
In collaboration with the world’s leading brands, our global team of thinkers and makers are pioneering the future of brand building. By turning customers into active participants, we help our clients strengthen their brands on an ongoing basis – our approach gives them the confidence to make Iconic Moves that spark desire and create utility, driving extraordinary results.
Interbrand is a part of the Omnicom Group (NYSE:OMC). For more information, please visit www.interbrand.com.