ŠKODA aims to strengthen ties with its already broad, loyal customer base by evolving into a more emotional »love brand« and by focusing on design across all touch points. »Kaleidoscope of Life« is the new approach for the company’s communication and corporate design.
The grid for all corporate design elements is based on Czech cubist design and architecture as well as Bohemian glasswork. The new ŠKODA NEXT typeface represents the brand values »simple, surprising, human«. It brings geometric and humanistic design together in a single type family.
Brand Talks is the new rapid talk format on the second conference day. After the keynote by London-based branding expert Michael Johnson (johnson banks), talks change in a 30-minute cycle. The final talk gives Thomas Müller, Head of Design and Innovation at Fjord with his summary “The End of Branding As We’ve Known It”. Moderator of the Brand Talks: TYPO programme director Jürgen Siebert.