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Volkswagen continues logo redesigns with new R branding

Volkswagen created the R brand in 2002 to designate performance versions

Published: October 19, 2019, 10:30 PM
Updated: October 24, 2019, 3:15 AM

Volkswagen R fender badge

A couple weeks after introducing its new thinner and flatter VW badge, Volkswagen has unveiled its new R brand logo, designating the company’s sportiest models.

Volkswagen R badge

Volkswagen created the R brand in 2002 to designate performance versions of various models, enhancing them with the type of power and dynamics that makes them feel at home on racetracks around the world, yet still allows owners to navigate their everyday lives in style.

“Volkswagen R is all about excitement and thrill, and in the future, we will continue to focus our efforts on integrating these emotions into the Volkswagen brand,” said Jost Capito, Managing Director, Volkswagen R. “Our entire team is intensely working on the brand and product image and we are looking forward to continuing to roll these out in the coming months.”

2017 Volkswagen Golf R

The R badge has adorned Golfs for four generations, Golf convertible, Passat, Scirocco, Touareg and the latest, the T-Roc. The first vehicle to wear the new badge will be the Atlas Cross Sport (R-Line), which was presented in concept form at the 2019 New York International Auto Show.

“The R marks the athletic apex of our model program and the R logo serves as an expression of both aesthetics and sportsmanship,” said Klaus Bischoff, Head of Volkswagen Design. “At the same time, it is gaining in terms of both clarity and charisma, as is the new Volkswagen brand logo.”

Volkswagen Atlas Cross Sport Concept

Developed at the Volkswagen Design Centre with input from Technical Development and the R Marketing Team, the new logo is mean to convey modernity and progressiveness, with its pristine line width, dynamic curves and a prominent diagonal line