Automakers increasingly replace emblems with brand names — Motor1
Automakers are increasingly using full brand names instead of traditional emblems on the bodies of new models. Lettering is becoming a distinct design element that shapes the appearance of the front and rear of a car, Motor1 reports.
A name instead of an emblem
One example of this approach is the European Skoda Elroq. On the front and rear of this car, the Skoda name replaces the brand's familiar badge. This decision is part of the Modern Solid design language that the brand uses for the new generation of its models.
The lettering takes up more horizontal space, follows the body lines, and interacts with other details, including lighting elements and panel contours. On Skoda models, the letters positioned between the headlights visually emphasize the car's width. The model name therefore takes a back seat to the brand name.
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Typography in car design
Using a full brand name on a car body is not a new phenomenon: Porsche has placed its lettering on the rear of the 911 for decades, while Volvo has also often used the brand name instead of a traditional badge. However, typography is now increasingly becoming not only a way to identify a car but also part of the overall body composition.
Lancia and DS Automobiles use this principle differently, through distinct fonts, proportions, and spacing between letters. Mazda uses restrained and concise lettering, while Peugeot integrates the brand name into the rear light bar and illuminates it.
Cleaner surfaces and more noticeable lettering
Traditional emblems are unlikely to disappear completely, as they remain an important part of brand recognition and history, including in the electric era. However, full brand names are becoming increasingly noticeable on newer cars. According to Motor1, this trend corresponds to designers' desire for cleaner surfaces and simplified details, where every element should help identify the car.
