Bugatti’s rebranding highlights its luxury sector ambitions

France – Bugatti Automobiles is the latest luxury brand exploring new avenues as a lifestyle company, unveiling a rebranding that will take it ‘beyond being an exclusive hyper-sports car manufacturer to become a wider-reaching luxury brand’.

The refreshed corporate identity, designed in collaboration with brand consultancy Interbrand, is described as bolder, more self-confident, more modern and more progressive, in line with Bugatti’s plans. In a press release, the company says it plans to expand outside of the automotive industry, while also mastering new technologies within it.

The rebranding 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 to 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.