Volkswagen has continued its rebranding efforts with a revised logo for its high-performance R sub-division.
It has now introduced a new version of the R logo for its performance arm, which will appear on all of the sub-brand’s models. It will first be seen on the Atlas Cross Sport R-Line, which will be revealed shortly for the North American market.
Volkswagen claims the new logo symbolises a fresh start for the R brand. Jost Capito, who heads up the division, said that R is “all about excitement and thrill” and that the firm is taking a “strategic and operative approach to working on great products and creating a unique customer experience.”
The new logo was developed by Volkswagen’s in-house design team, with a focus on ensuring it would work in digital formats. It was designed to be “modern, distinct and sleek” and to show a “broader, more powerful impression” that “defined Volkswagen’s commitment to performance and exclusivity.”
The new logo will be used on models in two different forms. Full R models will use a full silver version of the logo, while cars in R-Line trim will get a two-shade variant of the letter. Those models will no longer have 'R-Line' spelt out in full on their badge.
The Atlas Cross Sport will be revealed next week, following the concept version revealed at last year's New York motor show.