Bugatti Has A Bold New Logo

Design / Comments

The French automaker is refining its corporate identity as it transitions to a more luxury-focused brand.

We recently saw British luxury automaker Aston Martin reveal its new logo for a new era, and now it's Bugatti's turn to reimagine its corporate identity. The Molsheim-based automaker says that "as the world changes and industries shift, so does Bugatti," adding that it "is evolving to go beyond being an exclusive hyper sports car manufacturer to become a wider-reaching luxury brand."

This suggests that top speed will become far less important than the luxury feel its cars will provide. Bugatti says that it will expand its portfolio outside the automotive industry while also "mastering new technologies" within the automotive space. This new corporate identity and design are "a key part of this evolution," which is why Bugatti partnered with world-leading branding consultancy Interbrand to design the new look.

Bugatti
Bugatti
Bugatti

Hendrik Malinowski, Managing Director for Sales and Marketing at Bugatti Automobiles, had the following to say: "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 10 years. Don't forget, at the time the Veyron came out, the iPhone did not yet exist."

With these factors in mind, the new design is bolder and more modern yet remains steeped in heritage, featuring a new, vibrant Bugatti Blue referencing the brand's French origins and, naturally, founder Ettore Bugatti's initials. The new logo has already begun being rolled out at dealer partners and will eventually be launched on the automaker's social media channels and other public points of engagement.

Bugatti
Bugatti
Bugatti
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The new logo comes as Bugatti has completed deliveries of the Chiron Super Sport 300+ and is working towards achieving the same with the Centodieci. The Chiron is also near the end of its production run, and the Divo's 40-strong production run was completed last year, leaving just the insane Bolide to be completed.

With all this in mind, not to mention Bugatti's mention of transitioning to a "wider-reaching luxury brand," it seems fair to assume that the manufacturer could have some exciting news for us very soon, perhaps finally offering a luxury four-seater or even heaven forbid, another option for those who want an overpriced SUV. New logo, new objectives, new cars? We'll find out soon.

Bugatti
Bugatti
Bugatti

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