Škoda
Next level Braveness
A Brand That Outgrew Its Design
The previous corporate design had begun to show its age. What once felt established now looked dated. The heavily print-based design system was rigid and difficult to adapt to digital environments, while the color palette lacked the strength and clarity needed for modern communication.
Flexible and dynamic
What started as a pitch for a design refresh quickly evolved into something much bigger: a fundamental renewal of the brand – from the logo to the color system, from the layout principles down to the smallest details. The old rigid brand system was transformed into a dynamic design language. At its core are the facets – a flexible layout system built from angular shapes that create movement, structure and a distinctive visual rhythm across all touchpoints. Alongside this, we introduced a refined wordmark, a dual-green color concept, and an elevated visual language supported by a playful illustration kit that brings clarity, flexibility and a more human character to the brand.
Let's explore
In 2022, Škoda Auto presented a new product design language that marks the brand’s shift toward the electric and digital age. Alongside it came a smart branding move away from the traditional winged‑arrow logo on the hood toward a modern wordmark and an updated corporate identity – laying the groundwork for the successes that followed.
Market share
After the rebrand, Škoda accelerated – jumping from seventh to fourth in the European sales rankings in just one year; by 2025 the brand had climbed into the top three with a 6.3 % market share. Innovative brand elements such as the illustration building kit, an extended digital design system, and a refreshed version of the avatar Laura are all part of this success.
“The #Nextlevel Škoda Strategy 2030 saw us heading into a new era. lt was an excellent opportunity for an extensive refresh of the corporate identity and corporate design. The result was the most radical change in 30 years.”
Martin Jahn
Board Member Sales & Marketing, ŠKODA
Sponsorship value
Exploration as a growth engine: within a year “Let’s Explore” delivered outstanding results worldwide; the Brand Experience drew 10,000 participants from 75 markets and sponsorships generated over €351 million in media value.