Volkswagen Commercial Vehicles has big plans for the next gen­er­ation California and its new corporate design. »Our goal is to expand the California brand to become its own out­door and ad­ven­ture brand. The California models are at the heart of our eco­sys­tem. The California world will deliver a 360° ex­per­ience through new cu­stom­er and product touch points«, explains Volkswagen Commercial Vehicles CMO Sandra Waidelich.

To transform California into a stand­alone life­style brand, KMS TEAM created a pragmatic, yet emotional design – es­tab­lish­ing a consistent system that is easy to im­ple­ment. The newly designed California symbol serves as the counterpart to the wordmark. Atmos­pheric colour gradients reflect the brand’s different ex­per­ience worlds. Stylised topo­graph­ical lines are another dis­tinc­tive feature. The agency advised the Volkswagen Commercial Vehicles team in all aspects of brand develop­ment and brand manage­ment.

KMS TEAM Düsseldorf Director Jürgen Adolph adds: »›California‹ is more than just a place, and more than just a mobile home. It’s an attitude that can be ex­per­ien­ced in a wide variety of ways. We worked with partner agen­cies that Volkswagen Commercial Vehicles brought on board for the project. Together, we tran­slated the fas­cin­ation with California into an in­nova­tive brand design that people can ex­per­ience across all media.«

In collaboration with other agen­cies res­pon­sible for dif­fer­ent touch points (website, app, permanent & tem­porary spaces, merch­andise and cam­paign), KMS TEAM managed the deve­lop­ment of the new corporate design as the lead agency – ensuring a consistent overall system.

Click here for the articles from W&V and PAGE on the new corporate design for the California brand: