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A few days ago, commercial vehicle manufacturer IVECO released a new brand logo. In terms of the overall design, the new logo is still made up of IVECO capital letters, with the color of the letters changing from blue to black, except that the line in the middle of the E letter is blue. In terms of details, the IVECO letters are thinner than in the previous version, while the inner corners and edges of the ECO are sharper, while the previous version looks more rounded.

Data show that Iveco, founded in 1975, is one of the companies of the Italian Fiat Group, specializing in the production of trucks and other commercial vehicles, headquartered in the northern Italian city of Durin. In the history of nearly 50 years of development of Iveco, its brand LOGO has changed many times, and the design style we see since its inception has not changed very much, basically it is composed of blue font and round design, while the latest LOGO is its biggest change, from blue to black, and the overall design style has become more sharp.

In December 1995, Nanjing Iveco Automobile Co., Ltd. was established, jointly funded by Nanjing Automobile Group Co., Ltd. (a wholly-owned subsidiary of Shanghai Automobile) and Italy's Fiat Group Iveco, with a registered capital of 2.527 billion yuan. Each side of the joint venture holds 50% of the shares.

Nanjing Iveco products are divided into two platforms: Iveco and Yuejin. Iveco brand design program for the annual production of 60,000 Iveco series light vehicles, there are proud, Turin, off-road vehicles and Venice four major product lines, including light buses, trucks, military off-road vehicles, medium-sized buses and all kinds of modified special vehicles and other more than 200 models. Yuejin brand design program for the annual production of 100000 light, medium and heavy vehicles, the products are Xiaohu, Shuaihu, drill card, Chaodka four major product lines, the product range covers Yuejin light trucks, Lingye heavy trucks, bus chassis and special vehicles, etc., more than 500 kinds of products.

In recent years, with the accelerated development of automobile electrification, the major automobile manufacturers have upgraded their image LOGO. Since 2016, Audi, Volkswagen, BMW, Nissan, Toyota, Volvo, Cadillac and many other manufacturers have entered the wave of brand simplification to speed up the transformation of electrification and intelligent networking.

For now, this trend of simplification continues and is strong. As far as automobile brands are concerned, the ultimate goal of most brand image transformation and upgrading is to enhance brand value, help brands expand the future new energy market, and inject new momentum into the development of the industry. Of course, flat design is not a new trend, but it is not a reasonable solution to common problems caused by different trends, but we have to admit that flat design has become the mainstream of the market.

Industry insiders believe that flat design has the advantages of easy to identify and spread, but the reason for really forcing car companies to change standards collectively in the past two years is still the general trend of intelligence. Cheng Zhenbiao, a senior research expert and senior engineer at the research level of China Automobile, said that the change means its determination to innovate, change and revolutionize, aiming to win over users and establish a new image and appearance of the enterprise. This shows that mainstream car companies that have been or will have a hundred years of history will appear in front of users with a completely new attitude, "parting ways" with the traditional fuel era.

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