France – Bugatti Automobiles is the latest luxury brand exploring new avenues as a lifestyle company, unveiling a rebrand that will take it ‘beyond being an exclusive hyper sports car manufacturer to become a wider-reaching luxury brand’.
Working with brand consultancy Interbrand, the refreshed corporate identity is described as bolder, more self-confident, more modern, and more progressive, in line with Bugatti’s future plans. In a press release, the company says it plans to expand outside of the automotive industry, while also mastering new technologies within it.
It centres on a blue colour palette in reference to its French origins and fonts inspired by the country’s street signs, while retaining the EB logo. Interbrand’s head of strategy, Linda Marquardt, says: ‘[The] design encapsulates the iconic heritage of the brand, giving room to its unique elements, such as the ‘EB’ logo while at the same time opening the brand for an entire new world of luxury experiences.’
In this vein, we’ve previously reported on the need for luxury brands to explore a more liberated future, in which they grow from heritage cues and traditional brand workings to explore ways to have more meaning and engagement with clients.
A refreshed corporate identity can support brands with expansion into new markets or sectors. Which areas could your organisation move into, and how might you communicate this?