Volkswagen plans to rework its corporate logo for the first time since 2012. The new logo will be unveiled next year, in time for the German carmaker’s plans for an aggressive rollout of electric vehicles. Jochen Sengpiehl, the brand’s chief marketing officer said: “The brand is not in good shape compared to previous years,” as the marque lost some of its emotional appeal by trying to be “too German,” said Sengpiehl. “It’s not only because of the diesel scandal.”

In a sign of the times, it’ll be updated to work on car fronts as well as smartphone screens, he said. VW’s emblem, last tweaked six years ago with a more three-dimensional look, has changed only modestly since the manufacturer’s resurrection after World War II.

The goal is to make VW more approachable and less stiff as well as highlight innovations to justify a higher price tag for the brand’s vehicles.

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