Category: Trend

The tumultuous history of the WOLKSWAGEN logo

THE IMPLICATIONS OF VOLKSWAGEN'S LOGO CHANGE

I want you to take a moment, and think about why Volkswagen would want to change its logo. It's good ? For those of you who speculate that perhaps this could have something to do with the fact that Volkswagen cheated with the polluting emissions rate of its cars for years, you are absolutely right. This new logo is linked to the scandal which tarnished the reputation of the car manufacturer.

In any case, here's the new Volkswagen logo:

Things have taken a bad turn for Volkswagen since “diesel gate”. An event that destroyed our trust in the brand. This is why renewing new ties with us has become Volkswagen's number one priority, hence the change of logo. By the way, speaking of that, here is the very first Volkswagen logo, and a little nod to Godwin's point.

Is there something familiar about this symbol? In 1937 this logo represented the Volkswagen brand when it was created in Nazi Germany. An association from which Volkswagen very quickly separated itself once it became its own brand after the war. Besides, here is their logo in 1960:

The resemblance to the new 2019 logo is striking! Coincidence? We don't think so.

Apparently it is this logo model which is systematically chosen when Volkswagen is on the path to transition (redemption?). If you remember correctly, it was in the 60s that Volkswagen went from being Hitler's car to being the car of the hippies and the peace and love movement, hence the need for a new logo.

Brief ! Volkswagen has once again drawn a line under its past. And to prove it to us, they showed us their new logo at the same time as the ID.3, their new electric and ecological model. A sure way to mark change. But where Volkswagen did well is that they converted this mea culpa into a unique communication opportunity.

THE NEW LOGO

The most contemporary companies of our century are, without a shadow of a doubt, technology companies. They are essential and have a brand image that is human, modern and attractive. Let's look at what they're doing with their logos these days:

Let's compare the old Volkswagen logo with the new one.

The typography and shape of the new Volkswagen logo shares great similarities with Silicon Valley companies. This demonstrates Volkswagen's desire to be more in tune with its era: the digital era. What better for this purpose than to use a simple two-dimensional logo, approachable, but which inspires a certain legitimacy, while being easily transferable from one platform to another. This logo can easily be interchangeable with different color schemes and can be illuminated at your Volkswagen dealer as well as on your car. Just like an Apple product.

MODERNITY

With this new identity come other new attributes; a futuristic electro jingle and a female voice to accompany it. This might seem trivial, but in truth it's quite audacious for an industry that is historically masculine, even associated with misogyny. Here again, a sign that Volkswagen wants to evolve and live with the times. And, whether we agree or not with these changes, the communication made around these elements successfully marks Volkswagen's desire to turn the page. A bet which is risky but which has the merit of modernizing the brand and the automobile industry in general.

Finally, here's a quote from Volkswagen's Marketing Director on these developments: "We have created a new holistic global brand experience across all channels and touchpoints. In principle, the aim in future will not be to show a perfect advertising world. In our presentation, we want to become more human and alive, adopt more of the customer's perspective and tell authentic stories."

And you, what do you think of this story and their branding?

Tell us everything in the comments.

SPOTIFY, music 2.0

"YOU CAN TELL A LOT ABOUT A PERSON BY LISTENING TO THEIR PLAYLIST."

Since Spotify's official launch on October 7, 2008, the music industry has radically transformed. We could return to the history of illegal downloading, streaming, and complaints that major labels and artists' use of the Spotify model is unfair.

But it might be more interesting to learn more about the best ways to use this platform. If you want to dig a little deeper into the history of Spotify and how it works, visit: https://spotify.design.

CREATE, SHARE AND DISCOVER

Are you organising an event? A good way to create a playlist that will delight everyone is to create a collaborative one. Then all your friends can add their favourite songs!

Right-click on the name of your playlist, you can then activate the “collaborative” option. Then share the link with your friends and colleagues and prepare for the best or should I say the worst?

WEEKLY DISCOVERIES AND THE NEW RELEASES RADAR.

Every Monday and Friday, Spotify generates a list based on your favorite artists and songs and helps you discover new gems! The list of 30 songs is not always what you expect or like, however, you will find at least 3 to 5 favorite tracks. Another feature is to follow your friends, if they have an open account you will be able to see what they are listening to at the moment and listen to their playlist at the same time as them. You will find this feature at the top right of your screen.

Tip: If you don't want to wait every week or use your radar, click the info button on one of your custom playlists, then click “Create similar playlist”. This will then create a new playlist with the same number of songs and of the same style.

PODCASTS

Another Spotify feature is podcasts. This option offers a good alternative to music. For me, it works really well when travelling. It's also a good option for learning more about a particular subject while working. Find inspiration or gain skills for free without any effort, all the classic subjects are covered, whether they be sports, arts, music or politics.

Do you have something to share/teach yourself? Why not start by creating your own podcast? Download the Anchor app and create and download your own podcasts for free.

New to Spotify? Transfer your playlists from other apps and listen to them anywhere!

Don't panic, you can transfer your existing playlists on other music platforms to Spotify. The Soundiiz website is a great way to do this and it supports all the services you would expect. Another great feature is the ability to listen to music when you are offline. Simply download your playlist to your device when connected to WIFI and you will always have access to your favorite songs.

"Spotify recently said it expects 20% of content streamed on the platform to be something other than music in the near future."

Jam on Spotify: revolutionise your evenings out with friends!

Since Spotify launched in 2008, the music industry has evolved dramatically. Today, we present to you a feature that promises to transform your evenings: Jam.

What is Jam?

Jam is a collaborative Spotify feature that allows your friends to join and add tracks to a shared playlist, whether you're together or remotely. Imagine a night out with friends where everyone can contribute to the playlist in real time 🎉.

Setting the scene :

You're organising a party at your house. Everyone arrives and, instead of fighting over the choice of music, you launch a Jam. Everyone adds their favourite songs to the playlist via an invitation link or a QR code. The result? A musical atmosphere that pleases everyone and a memorable evening where everyone feels involved 🎶.

The benefits of Jam :

• Real-time interaction: Your friends can add titles instantly.
• Shared Control: The host can allow participants to control volume and playback.
• Inclusivity: Even friends without a Premium subscription can join and add songs.

So, ready to give Jam a try at your next party? Transform the way you listen to and share music with Spotify Jam. Make every moment together a unique and collaborative musical experience 🎧✨.

OUR WHATZ'HAT PLAYLIST

Here at Whatz'hat, we have created a playlist called "Saigon Vibes" which is updated from time to time by one of us. Since we have different nationalities, ages and, of course, musical tastes, the playlist will cover a wide range of genres.

It was my turn to kick things off, so I've chosen 20 tracks that I listened to a lot during my time in Saigon. You can expect instrumental and experimental hip hop or more danceable French and techno tracks. They remind me of the chaos of scooter traffic or one of the many secret cafés with their little garden hidden in the back yard.

Feel free to share your favourite playlist in the comments 🪕🥁🎷

Beau Visser

Don't quarantine your brain!

LET'S GET MOVING!

"It's too quiet, ...I don't like that very much, ... I prefer it when it's a bit less quiet" Edifis, Mission Cleopatra.

18 years after the film's release, it's not an attack by Roman legionnaires that we're dreading, but that of a virus named after a Mexican beer. We circle in a few square metres like caged wild beasts and only venture out into the deserted streets armed with written authorisation. In short, we've seen more festive times.

But confinement also allows you to take time for yourself and refocus on your priorities. If you've been thinking about setting up your own business for some time, now's the time to get to work on it. Contrary to popular belief, isolation is not just for hermits and creative types. Whether they are entrepreneurs, researchers or artists, many people draw their inspiration from the outside world and then isolate themselves to build the foundations of their projects. Albert Einstein, for example, discovered the theory of relativity while living confined to Germany during the First World War.

"An hour seems like a minute when you're next to a beautiful woman, and a minute seems like an hour when you're on a hot stove. Albert Einstein.

This colourful and humorous explanation of relativity by its author invites us to...... put things into perspective and think about how we use the extra free time we now have. Here are four simple steps to help you prepare to launch your first business in the next few weeks.

STEP 1: WRITING DOWN AND EVALUATING YOUR IDEAS

First of all, sit in a quiet and comfortable place. Write down all the business ideas that come to mind, even the craziest ones. Once you've filled your sheet(s) with ideas to the point where your wrist aches, examine each one:

👉 Does this idea meet an existing need? In other words: do you think someone would be willing to pay for this good or service?

👉 Does this idea arouse your enthusiasm and curiosity?

"You have to be passionate about an idea or a problem you want to solve. If you're not passionate enough from the start, you won't last. [The only way to do a good job is to love what you do. Steve Job

Select the idea that seems most useful and exciting to you, then sum up your business project in one simple sentence.

"If you can't explain a concept to a six-year-old, you don't fully understand it" - Albert Einstein.

STEP 2: ONLINE RESEARCH

A good way to assess the relevance of your idea is to search the internet to see if this type of business already exists. If so, that's a good sign: there are probably potential customers. Collect as much information as possible about these companies. How do they go about marketing this type of product or service? How do they communicate? Are they growing? Think about a strategy to differentiate yourself from the competition. On the other hand, if you cannot find traces of your idea on the web, ask yourself if you have done your research sufficiently, if your idea meets a real need or if you have truly found the idea of the century.

STEP 3: TELL PEOPLE ABOUT IT

It's time to pick up the phone to submit your idea to external opinions. Select a few people who can give you constructive criticism and call them. Even though this step may seem scary, it is very important because we often lack perspective on our own ideas. Your contacts will be able to give you another perspective on your project and help you assess its feasibility.

STEP 4: CREATE A COMMUNITY

Based on your thoughts and the information collected, define a name and a temporary image for your future business. Create a page on social networks and invite your existing acquaintances and contacts. Clearly present the concept of your business to them and regularly share your progress. Use reviews and recommendations from your online communities to gradually improve your product or service. Take advantage: during confinement, the French spend more time on social networks!

Did reading this article make you want to get started? Have you already closed your bedroom door and canceled your Netflix subscription? It's good ! But the hardest part remains to be done: persevere without getting carried away. Take inspiration from the advice of an investor who lacks neither success nor humor:

"No matter how talented you are, some things take time: you can't get nine women pregnant and have a baby in a month" Warren Buffet

BONUS

Here are two inspiring videos on the entrepreneurial adventure:

Steve Jobs, Standford speech
CEO of Apple Computer and of Pixar Animation Studios, on June 12, 2005

Simon Sinek, the golden circle
TED talk

And what recommendations would you make to aspiring entrepreneurs who are hesitating to take the plunge?
Send us your comments just below.

Or continue reading 👉 return to the What'zhat blog.