Škoda Auto: Wordmark instead of logo – why?

Why were 165 designs for the new logo submitted to Škoda Auto? Only for them to simply slap the wordmark on the new cars instead of the winged arrow? Remember: at first glance, an image is always stronger than a wordmark, which additionally reads so similarly to La DA, Da CIA, or various Chinese brands that also prefer letters over logos on cars. So now, one has to read S K O D A on the car instead of simply recognizing the brand by its logo.

While some brands desperately design their umpteenth logo, Škoda simply discards theirs

While Dacia strives for the third time to create a new (and now really successful) strong logo and the Chinese manufacturers are frantically developing logos (after the Japanese did so in the 1990s as their letterings were justifiably considered insignificant and faceless), Škoda is now going the opposite direction: banishing its logo to the digital world and elevating the wordmark to the main logo. According to Škoda, one challenge was integrating the hook over the ‘S’. The so-called Háček is meant to still refer to Škoda’s historical Czech heritage. Surveys revealed that the typographic wordmark offers higher recognition value and achieves higher identification values.

The logo with the winged arrow has also been altered, but less significantly than the wordmark. In the future, the new brand logo will be without the sculptural-looking 3D graphic. This change addresses the increasing shift of marketing activities from print to online. The simpler, two-dimensional logo stands out much better on mobile devices and can be more flexibly integrated into different formats.

The new corporate identity will be rolled out progressively across all touchpoints, initially on informational and communication materials, and from 2024 also on newly introduced models. The infotainment systems and other elements of Škoda cars will also be designed in the new style. As part of the redesign, the design in the dealerships’ branches will also change.

As this small style critique shows - not all platforms can easily depict the Háček. Which is why it maybe should have been eliminated...

What does this mean?

Škoda Auto has completely unnecessarily shot its strong logo into oblivion. To this end, 2200 people were surveyed and 165 designs made... only to end up slapping a trivial inscription on the cars – as almost all brands additionally do. And while some are still desperately searching for catchy logos (see Dacia), Škoda Auto is simply throwing theirs overboard without need. Note: anyone who has to fundamentally change anything about the logo does not have a problem with the logo, but with the performance or appearance of their brand... the rail and bus division in Pilsen, which shares nothing with the VW subsidiary except the name, will be pleased with the unnecessary step in Mladá Boleslav.