“CARIAD is an important lever in the digital transformation of the Volkswagen Group. When developing the brand, it was therefore important to use that the thought of digitalization as well as transformation could be found in every aspect,” said Sophie-Marija Krähling, Head of Brand Strategy & Events at CARIAD.
The new name, which was developed by Interbrand, builds on changing customer needs. Today, automotive customers are demanding more comfort, more safety, more sustainability and more connectivity. With its software platforms and digital features, CARIAD is developing solutions and products that will turn the car into a smart companion to accompany customers into the future with continuous updates and new digital features, even years later. The new company name reflects this change and zeitgeist: ‘Car, I Am Digital’.
At the same time, the notion of transformation is at the core of the brand and conveyed in the new, central principle: “We transform automotive mobility.”
Twilight as the main color: The day as the smallest unit of transformation
For the brand design, the Berlin-based design agency Yukiko also looked to the transformation of the company and the industry. The CARIAD colors are based on the changing light throughout the course of the day. The idea is that every day is a transformation in itself – from the light of the sun rise, to the light of the early morning hours, to the midday sun, the afternoon atmosphere into the blue hours, and the twilight hours into the night. This concept is emphasized by the names of the colors, such as ‘twilight’, ‘midnight’ and ‘sunlight’.