VAG Rounded
Encyclopedia
VAG Rundschrift or VAG Rounded (Rundschrift is German
for 'round writing') is a geometric sans-serif
typeface that was designed as a corporate typographic voice for the Volkswagen AG motor manufacturer.
It features rounded termini on all strokes. Volkswagen ended its use of the VAG Rounded family in the early 1990s, and it is widely available today and is licensed through Adobe Systems
.
With many recent Web 2.0
startups, a clear trend in their new logos is the use of soft, rounded typefaces dominated by VAG Rounded, which is said to "lend a modern friendliness to what might otherwise be a cold trademark" and, , can be seen on T-Mobile
USA literature. Apple Inc. has been utilizing the typeface on the keyboards of their line of notebook computers since 1999, with the release of the first-generation iBook
, and on their desktop keyboards since August 2007. Australian retailer Big W
has changed their logo (previously in Helvetica Neue) to light blue VAG Rounded. Dick Smith, as part of the Woolworths Limited
Group, also use this font in most of their advertising. As of Late 2006, Adecco
also use the font in their publications and advertisements.
The typeface was used for the Volkswagen and Audi Dealer Organization, and for all non-car related activities of Volkswagen, such as the V.A.G Bank and V.A.G Leasing. The typeface was conceived in a general overhaul of Volkswagen’s corporate identity
.
In 1964, Volkswagen AG bought Auto Union
GmbH from Daimler Benz. The main brand of Auto Union was Audi
. In the early 1970s, the dealer organizations of Volkswagen and Audi merged. In the following years, Volkswagen AG re-thought their future strategy. They envisioned buying several car companies to round out their offerings. They also envisioned selling a multitude of brands under giant dealer roofs. The new dealer organization, financial services, and all other non-car related activities were to come under one branded umbrella. Eventually, Volkswagen intended to use this umbrella as the name of their holding company: General Motors
in reverse.
GGK Düsseldorf was tasked with the branding concept. Finding a distinct typeface was an integral part. Volkswagen at the time had Futura
as their typeface. Audi at the time used Times
. The new typeface should not be sans serif as the Futura, and it should not be serif as the Times. A rounded typeface did not exist at the time; it had to be developed. The original idea was conceived by Wolf Rogosky (creative director
) and Gerd Hiepler (art director
). Over several years, the identity concept was refined by Bertel Schmitt (creative director) and Manfred Schwarzer (art director). The original typeface was rendered by hand. It was then perfected on a PDP-8
minicomputer.
In 1978, the whole Volkswagen and Audi Dealer Organization worldwide was re-branded as V.A.G using the distinct V.A.G Rounded (or V.A.G Rundschrift) as the font for all signage, and for all headlines in their advertising. The V.A.G logo did not use the font. Worldwide availability of the font was a problem. To solve the problem, V.A.G Rounded was put in the public domain. As Desktop Publishing emerged in the mid 1980s, V.A.G Rounded was included in most free font packages and became widely used for that reason. A free modern implementation is MgOpen Modata.
The meaning of V.A.G was never officially disclosed. Theories ranged from "Volkswagen AG" (although the official name of the company during this time was "Volkswagenwerk AG") to "Volkswagen Audi Group." At Volkswagen, insiders joked that V.A.G means Von Adolf Gegründet ("Founded by Adolf
"). Bertel Schmitt revealed that the V.A.G name was intentionally ambiguous to avoid rewriting dealer contracts as a legal consequence of the holding company's name change.
In 1992, when most dealerships worldwide had finally changed to their new signage, the concept of V.A.G and with it the use of the font was quietly scrapped. With brands such as Audi
, Bugatti
, Bentley
, Lamborghini
, SEAT
, Škoda
, Scania and MAN, Volkswagen AG had realized its vision of many brands. However, they decided to sell them in separate dealer networks and through rival marketing organizations. The vision of many brands under one huge roof was left to the auto malls that became common in the USA and later in Europe.
German language
German is a West Germanic language, related to and classified alongside English and Dutch. With an estimated 90 – 98 million native speakers, German is one of the world's major languages and is the most widely-spoken first language in the European Union....
for 'round writing') is a geometric sans-serif
Sans-serif
In typography, a sans-serif, sans serif or san serif typeface is one that does not have the small projecting features called "serifs" at the end of strokes. The term comes from the French word sans, meaning "without"....
typeface that was designed as a corporate typographic voice for the Volkswagen AG motor manufacturer.
It features rounded termini on all strokes. Volkswagen ended its use of the VAG Rounded family in the early 1990s, and it is widely available today and is licensed through Adobe Systems
Adobe Systems
Adobe Systems Incorporated is an American computer software company founded in 1982 and headquartered in San Jose, California, United States...
.
With many recent Web 2.0
Web 2.0
The term Web 2.0 is associated with web applications that facilitate participatory information sharing, interoperability, user-centered design, and collaboration on the World Wide Web...
startups, a clear trend in their new logos is the use of soft, rounded typefaces dominated by VAG Rounded, which is said to "lend a modern friendliness to what might otherwise be a cold trademark" and, , can be seen on T-Mobile
T-Mobile
T-Mobile International AG is a German-based holding company for Deutsche Telekom AG's various mobile communications subsidiaries outside Germany. Based in Bonn, Germany, its subsidiaries operate GSM and UMTS-based cellular networks in Europe, the United States, Puerto Rico and the US Virgin Islands...
USA literature. Apple Inc. has been utilizing the typeface on the keyboards of their line of notebook computers since 1999, with the release of the first-generation iBook
IBook
The iBook was a line of laptop computers sold by Apple Computer from 1999 to 2006. The line targeted the consumer and education markets, with lower specifications and prices than the PowerBook, Apple's higher-end line of laptop computers....
, and on their desktop keyboards since August 2007. Australian retailer Big W
Big W
Big W is one of the largest chain of discount department stores in Australia, with over 150 stores. It is a division of Woolworths Limited, the second largest retailer in Australia. Its main competitors are Kmart and Target, both owned by Wesfarmers....
has changed their logo (previously in Helvetica Neue) to light blue VAG Rounded. Dick Smith, as part of the Woolworths Limited
Woolworths Limited
Woolworths Limited is a major Australian company with extensive retail interest throughout Australia and New Zealand. It is the:* largest retail company in Australia and New Zealand by market capitalisation and sales...
Group, also use this font in most of their advertising. As of Late 2006, Adecco
Adecco
Adecco S.A. is a human resources company, based in Glattbrugg near Zurich, Switzerland. Adecco employs 700,000 temporary workers and contractors who are supplied to business clients, and has over 32,000 employees and 5,500 offices in 60 countries and territories around the world...
also use the font in their publications and advertisements.
The typeface was used for the Volkswagen and Audi Dealer Organization, and for all non-car related activities of Volkswagen, such as the V.A.G Bank and V.A.G Leasing. The typeface was conceived in a general overhaul of Volkswagen’s corporate identity
Corporate identity
In Corporate Communications, a corporate identity is the "persona" of a corporation which is designed to accord with and facilitate the attainment of business objectives...
.
In 1964, Volkswagen AG bought Auto Union
Auto Union
Auto Union was an amalgamation of four German automobile manufacturers, founded in 1932 and established in 1936 in Chemnitz, Saxony, during the Great Depression. The company has evolved into present day Audi, as a subsidiary of Volkswagen Group....
GmbH from Daimler Benz. The main brand of Auto Union was Audi
Audi
Audi AG is a German automobile manufacturer, from supermini to crossover SUVs in various body styles and price ranges that are marketed under the Audi brand , positioned as the premium brand within the Volkswagen Group....
. In the early 1970s, the dealer organizations of Volkswagen and Audi merged. In the following years, Volkswagen AG re-thought their future strategy. They envisioned buying several car companies to round out their offerings. They also envisioned selling a multitude of brands under giant dealer roofs. The new dealer organization, financial services, and all other non-car related activities were to come under one branded umbrella. Eventually, Volkswagen intended to use this umbrella as the name of their holding company: General Motors
General Motors
General Motors Company , commonly known as GM, formerly incorporated as General Motors Corporation, is an American multinational automotive corporation headquartered in Detroit, Michigan and the world's second-largest automaker in 2010...
in reverse.
GGK Düsseldorf was tasked with the branding concept. Finding a distinct typeface was an integral part. Volkswagen at the time had Futura
Futura (typeface)
In typography, Futura is a geometric sans-serif typeface designed in 1927 by Paul Renner. It is based on geometric shapes that became representative visual elements of the Bauhaus design style of 1919–1933...
as their typeface. Audi at the time used Times
Times Roman
Times New Roman is a serif typeface commissioned by the British newspaper The Times in 1931, created by Victor Lardent at the English branch of Monotype. It was commissioned after Stanley Morison had written an article criticizing The Times for being badly printed and typographically antiquated...
. The new typeface should not be sans serif as the Futura, and it should not be serif as the Times. A rounded typeface did not exist at the time; it had to be developed. The original idea was conceived by Wolf Rogosky (creative director
Creative Director
A creative director is a position often found within the graphic design, film, music, fashion, advertising, media or entertainment industries, but may be useful in other creative organizations such as web development and software development firms as well....
) and Gerd Hiepler (art director
Art director
The art director is a person who supervise the creative process of a design.The term 'art director' is a blanket title for a variety of similar job functions in advertising, publishing, film and television, the Internet, and video games....
). Over several years, the identity concept was refined by Bertel Schmitt (creative director) and Manfred Schwarzer (art director). The original typeface was rendered by hand. It was then perfected on a PDP-8
PDP-8
The 12-bit PDP-8 was the first successful commercial minicomputer, produced by Digital Equipment Corporation in the 1960s. DEC introduced it on 22 March 1965, and sold more than 50,000 systems, the most of any computer up to that date. It was the first widely sold computer in the DEC PDP series of...
minicomputer.
The meaning of V.A.G was never officially disclosed. Theories ranged from "Volkswagen AG" (although the official name of the company during this time was "Volkswagenwerk AG") to "Volkswagen Audi Group." At Volkswagen, insiders joked that V.A.G means Von Adolf Gegründet ("Founded by Adolf
Adolf Hitler
Adolf Hitler was an Austrian-born German politician and the leader of the National Socialist German Workers Party , commonly referred to as the Nazi Party). He was Chancellor of Germany from 1933 to 1945, and head of state from 1934 to 1945...
"). Bertel Schmitt revealed that the V.A.G name was intentionally ambiguous to avoid rewriting dealer contracts as a legal consequence of the holding company's name change.
In 1992, when most dealerships worldwide had finally changed to their new signage, the concept of V.A.G and with it the use of the font was quietly scrapped. With brands such as Audi
Audi
Audi AG is a German automobile manufacturer, from supermini to crossover SUVs in various body styles and price ranges that are marketed under the Audi brand , positioned as the premium brand within the Volkswagen Group....
, Bugatti
Bugatti
Automobiles E. Bugatti was a French car manufacturer founded in 1909 in Molsheim, Alsace, as a manufacturer of high-performance automobiles by Italian-born Ettore Bugatti....
, Bentley
Bentley
Bentley Motors Limited is a British manufacturer of automobiles founded on 18 January 1919 by Walter Owen Bentley known as W.O. Bentley or just "W O". Bentley had been previously known for his range of rotary aero-engines in World War I, the most famous being the Bentley BR1 as used in later...
, Lamborghini
Lamborghini
Automobili Lamborghini S.p.A., commonly referred to as Lamborghini , is an Italian car manufacturer. The company was founded by manufacturing magnate Ferruccio Lamborghini in 1963, with the objective of producing a refined grand touring car to compete with established offerings from marques like...
, SEAT
SEAT
SEAT, S.A. is a Spanish automobile manufacturer founded on May 9, 1950 by the Instituto Nacional de Industria , a state-owned industrial holding company....
, Škoda
Škoda Auto
Škoda Auto , more commonly known as Škoda, is an automobile manufacturer based in the Czech Republic. Škoda became a wholly owned subsidiary of the Volkswagen Group in 2000, positioned as the entry brand to the group...
, Scania and MAN, Volkswagen AG had realized its vision of many brands. However, they decided to sell them in separate dealer networks and through rival marketing organizations. The vision of many brands under one huge roof was left to the auto malls that became common in the USA and later in Europe.
External links
- "Typographic Abbreviations Series #2: VAG" from the MyFontsMyFontsMyFonts is a digital fonts distribution, location based in Marlborough, Massachusetts, selling fonts through the web site. It launched in September 1999 , and started selling fonts in March 2000....
blog, 2006-11-17, retrieved 2007-05-25