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(Brand guidelines) // Automotive

Volkswagen brand
guidelines

Volkswagen’s logo, colors, fonts, voice, and dos and don’ts, from the Brand Skill Rainbrand built from vw.com.

Download the Brand Skill

About Volkswagen

Volkswagen is an automotive brand centered on people, practical innovation, distinctive design, and the freedom to make everyday drives feel like an invitation. Its voice and imagery pair useful product detail with warmth, optimism, and a sense of possibility.

Use Volkswagen’s standalone VW roundel as the primary brand mark. Keep the supplied artwork intact; do not redraw, distort, or add effects to it.

These are supported logo assets. Use the roundel as a brand identifier; vehicle badges and model-specific marks belong to their product context.

Volkswagen colors

  • Deep navy

    Brand-led dark color

    HEX
    RGB

  • Black

    Supplied roundel

    HEX
    RGB

  • White

    Light backgrounds

    HEX
    RGB

Volkswagen fonts

  • VW Head

    Headings · 700

  • VW Text

    Body · 400

Font names only. The Brand Skill download doesn’t include font files.

Volkswagen’s voice

Write with warmth, optimism, and a direct, conversational confidence. Address people naturally, connect features to real life, and use light wordplay when it feels effortless. Pair expressive headlines with clear, useful explanations; make the benefit tangible without losing the human point of view.

Volkswagen’s copy includes phrases such as “A whole new world opens up in the 2027 VW Taos Compact SUV,” “Be on your way in the compact SUV made for drives like yours,” and “After all, it takes drive to make change.”

Use specifics to support the promise. In vehicle and ownership copy, state features and figures plainly, and preserve qualifiers or limitations that affect what a feature, offer, or claim means.

  • “A whole new world opens up in the 2027 VW Taos Compact SUV”
  • “Be on your way in the compact SUV made for drives like yours”
  • “After all, it takes drive to make change”

Dos and don’ts

Do

  • Connect product features to people’s everyday needs, plans, and experiences.
  • Keep the VW roundel artwork intact and easy to recognize.
  • Pair lifestyle imagery with clear views of the vehicle and its relevant features.
  • Use an optimistic, conversational tone and specific, useful language.

Don’t

  • Don’t distort, redraw, or decorate the VW roundel.
  • Don’t let clever headlines replace a clear explanation of the actual benefit.
  • Don’t present vehicle specifications or features without the relevant qualifications and limitations.
  • Don’t make Volkswagen’s voice impersonal or overly technical when a clear human benefit can be expressed.

Volkswagen imagery

25 images from vw.com, in one file of the Brand Skill. Each file starts with its guidance, then shows the images it refers to.

Imagery

25 images

Show Volkswagen vehicles as part of people’s lives: on scenic drives, in everyday settings, and among family, friends, or community. Favor natural-feeling moments and aspirational but attainable settings. Balance broader scenes with considered views of exterior design, interiors, and useful features.

These images span homepage and showroom scenes, vehicle storytelling, and driver-assistance content. Keep product and feature imagery in its relevant context.

Use community, ownership, heritage, and lifestyle scenes to broaden vehicle stories while keeping the Volkswagen experience at the center.

Use the vehicle lineup, EV collage, and heritage imagery in the contexts they represent.

  • A vibrant lime green Volkswagen Taos drives at speed along a dirt road, its silver five-spoke wheels blurred from motion.
  • A vibrant green Volkswagen SUV speeds along a dirt mountain road, captured with a dramatic motion blur that streaks the background trees and rocky terrain.
  • A dark teal Volkswagen SUV drives along a city street during the soft, warm light of golden hour.
  • A deep blue Volkswagen ID.4 electric SUV is parked at a three-quarter angle inside a concrete parking garage.
  • A blue modern electric SUV parks itself in a stylized, miniature-scale city street during a twilight scene bathed in neon blue light.
  • A close-up 3D render of a blue Volkswagen ID.4 SUV bathed in vibrant neon lights and digital patterns.
  • A close-up photograph focuses on the rear pillar and taillight of a sage-green metallic SUV parked in a lush, wooded environment.
  • A side-profile photo of a two-tone sage green and white Volkswagen ID.
  • A man and a woman sit together in the open hatchback of a dark blue vehicle, smiling at each other against a sun-dappled forest backdrop.
  • The rear views of a vintage navy blue Volkswagen Beetle and a modern blue and white Volkswagen ID.
  • A low-angle, interior photo captures a woman with long, dark curly hair from behind as she sits in the driver's seat of a Volkswagen.
  • A woman with curly brown hair in an orange polo and navy trousers reaches for the driver-side handle of a cream-colored Volkswagen Tiguan SEL.
  • A deep metallic blue Volkswagen Atlas SUV is shown from a three-quarter front perspective in a clean studio product shot.
  • A three-quarter studio product shot of a white Volkswagen Atlas Cross Sport facing left.
  • A silver Volkswagen Tiguan is captured in a three-quarter profile product shot, angled towards the left.
  • A studio product shot of a cornflower blue Volkswagen Taos compact SUV, angled three-quarters toward the camera.
  • A deep blue Volkswagen ID.4 electric SUV is presented in a three-quarter studio shot with its headlights illuminated.
  • A medium blue Volkswagen Jetta is captured in a three-quarter studio product shot with its LED headlights illuminated.
  • A light blue-grey Volkswagen Jetta GLI is shown in a three-quarter studio product shot with its headlights illuminated.
  • A studio product shot of a metallic blue Volkswagen Golf R, shown at a three-quarter angle from the front.
  • A studio product shot of a slate gray Volkswagen Golf GTI shown from a three-quarter front perspective.
  • A studio product shot of a two-tone Volkswagen ID.
  • This photo collage showcases a two-tone blue and white Volkswagen ID.
  • A vibrant turquoise vintage Volkswagen Beetle is parked in a full side-profile shot on a gravel road by the sea.
  • A gleaming, oversized chrome Volkswagen logo dominates the foreground, mounted on the front of a cream and teal vintage camper van.

Download Volkswagen’s Brand Skill

A Brand Skill is a folder of brand guidance written for agents. Give it to Claude, ChatGPT, Cursor or another agent and ask it to follow Volkswagen’s guidelines. It starts at SKILL.md, which points to the right file for each task.

It has the guidance, 25 images and the logos. The font files belong to Volkswagen AG, so they’re left out.

Download the Brand SkillZIP, 2.6 MB

volkswagen-brand-skill/

├ SKILL.md

├ README.md

├ references/

│ ├ dos-and-donts.md

│ ├ voice.md

│ ├ colors.md

│ ├ imagery.md

│ ├ logo.md

│ └ typography.md

└ assets/

├ images/

└ logos/

Rainbrand’s Brand Agent built this Brand Skill from vw.com on 3 Nov 2026. It isn’t Volkswagen’s official guide. Reviewed by Siddharth Borderwala, Founding Engineer at Rainbrand.

Volkswagen and its logos are trademarks of Volkswagen AG. Rainbrand isn’t affiliated with or endorsed by Volkswagen AG.

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