for "car for the people".
of the company date back to 1930s Nazi Germany, and the project to build the car
that would become known as the Beetle. Hitler's desire that almost anybody should
be able to afford a car fitted with a proposal by car designer Ferdinand Porsche
(1875-1952) -- although much of this design was inspired by the advanced Tatra
cars of Hans Ledwinka. The intention was that ordinary Germans would buy the car
by means of a savings scheme, which around 336,000 people eventually paid into.
Prototypes of the car called the KdF-Wagen (German: Kraft durch Freude = strength
through joy), appeared from 1936 onwards (the first cars had been produced in
Stuttgart). The car already had its distinctive round shape and air-cooled, flat-four,
rear-mounted engine, features similar to the Tatra.
pretty Obvious what the Volkwagen logo is (a V over a W in a blue background,
sorounded by a circle). It's origin is rather mundane though. The logo was the
result of an office competition to see come up with a logo. The winner of the
competition (who won 50 Marks for his troubles) was an engineer named Franz Reimspiess
(the same man who perfected the engine for the Beetle in the 1930's).
Komenda, the longstanding Porsche chief designer, developed the car body of the
prototype, which was recognizably the Beetle we know today.
The new factory
in the new town of KdF-Stadt, now called Wolfsburg, purpose-built for the factory
workers, had only produced a handful of cars by the time war started in 1939.
Consequently the first volume-produced versions of the car were military vehicles,
the jeep-like K?belwagen and the amphibious Schwimmwagen.
News:VW wins Logo Dispute.
The copyright holder of the internationally-famous
VW logo is not to be Nikolai Borg. His suit against the Wolfsburg car concern
has been dismissed by the Vienna Business Court. The judges did not deny in any
way that Borg had drawn up the design in the 30s and had also delivered it. But
the logo itself had already existed for a while prior to this.
old Borg, who comes from Sweden originally and now lives in the Tyrol, had taken
action in the summer of last year against VW, because he wanted to bring about
legal recognition of his copyright to the logo.
He was not concerned about
the money but about "historical truth", announced his lawyer. According to this
statement, the graphic artist Borg had been commissioned in 1939 by the then Reich
Minister Fritz Todt to prepare designs for the VW emblem. After a logo had been
delivered, he was then string along with the story that things were being postponed
until after the "Final Victory". However, when Borg discovered his logo on a vehicle
belonging to the Army in 1943, he began to feel he was being cut out.
this action submitted by him sixty years later has remained unsuccessful. The
court found in favor of VW. A certain Ludwig Hohlwein had already designed apposite
logos in 1920, said an expert on Copyright and Patent Law, Michel Walter. The
actual inventor of the VW emblem should however be viewed as Franz Xaver Reimspiess,
whose original design had already been submitted in a trademark application from
1938. A more developed emblem which showed the letters in a so-called Strahlenkranz
(radiant garland) was, according to Walter, displayed on wheel caps at the Berlin
Auto Show in April 1939.
Borg's lawyer, Meinhard Ciresa, did not want
to comment on the judgement for the time being. He wanted to first study the transcript
in detail before he thought about the possibility of taking matters further.
Volkswagen VW emblem
|Volkswagen's "Steal A
Deal" promotional stickers from the mid 80's. |
|Volkswagen Futura promotional button.
Love Bug decal from
|Volkswagen's "Bubblehead" transporter service sign. |
bubblehead on back of a service invoice.
Volkswagen Kleinlieferwagen catalog cover.
|1968 Volkswagen Bus AG
for Ben Pon, Bay window price list catalog cover. |
Kelly Award Grand Prize Winner "Best at Meeting Campaign Objective", created by
Arnold Worldwide in Boston. Chief Creative Officer: Ron Lawner, Creative Director:
Alan Pafenbach, Art Director: Don Shelford, Copywriter: David Weist, Campaign
Photographers: Bill Cash, Jeff Mermelstein, Joanna B. Pinneo, Gary Rosenquist
and Christopher Morris.
This campaign keeps true to the history of fun,
innovative advertising that the New Beetle is famous for and that won a Grand
Prize Kelly two years ago. It capitalizes on the consumer's fascination with the
look of the New Beetle, by showing that the car grabs attention no matter what's
going on. After three years and 250,000 cars sold, people no longer stop in their
tracks when they see the cars, but the quirky design still stands out. People
notice the New Beetle. The campaign successfully captured the attention of the
media and New Beetle drivers.
Kelly Award Winner "Less Flower, More Power" Volkswagen
Beetle ad created by Arnold Worldwide in Boston. Creative Directors: Ron Lawner,
Alan Pafenbach and Lance Jensen. Art Director: Lance Paull. Copywriters: Lance
Jensen, David Weist, Dana Satterwhite. Photographer/Illustrator: Bill Cash.
re-launching one of the most beloved brands in automotive history, Arnold Communications
also had to make sure the New Beetle campaign served as a "Magnet for the Volkswagen
Brand," VW wanted to leverage interest and awareness by tapping into the rich
emotional heritage of the car. Results: New Beetle sales 30% over goal and Volkswagen
sales 22% over.
Fleischhauer dealer ad in Koln Germany.
WW II, when the car was still Hitler's "Strength through Joy" car the logo was
surrounded by the gear shaped emblem of the German Labor Front that built it.
Kraft Durch Freude Calendar. (notice the "Nazi swastika" logo on each side).
Grundsteinlegng Des Volkswagen Werks (Ground Breaking Ceremony) pin. (this one
looks like a reproduction).