- CULMINATION OF THE PRODUCT OFFENSIVE WITH THE NEW SEAT LEON
- THE NEW IDENTITY AND CORPORATE DESIGN TAKE INSPIRATION FROM BARCELONA’S AVENIDA
- DIAGONAL
- 2,400 BRAND PROFESSIONALS TO HAIL COMPANY’S NEW PRODUCTS AND NOVELTIES
9/10/2012. –The last 27/9/2012 SEAT has unveiled its new logo to the world. The metamorphosis in which the car manufacturer is immersed culminates at the Paris Motor Show, with the presentation of the new identity and corporate designs of the brand, and simultaneously, with the world premiere of the new SEAT Leon. This model, which will circulate on European streets beginning in November, completes an unprecedented product offensive in the history of the company, which has included the premiere of the Mii, the renewal of the Ibiza and the comeback of the Toledo.
This morning, the president of SEAT, James Muir, has presented both innovations. “The next step in SEAT’s evolution is the presentation of our new company logo. It reflects those brand values I just mentioned: clean, pure design and precise, quality engineering”, explained Muir. The first model to wear the new logo will be the all-new SEAT Leon, the star of SEAT in the French capital motor show. “It is an icon in our range and it represents the very best of SEAT: beautiful design, peerless quality, useful technology and driving fun”, Muir stated.
The new logo represents another step in the continuous development of SEAT’s image, aligning corporate identity and design with the brand’s platform, and openly symbolizing the six values of the company- design, dynamism, young spirit, efficiency, reliability and accessibility.
The new visual element comprises the inseparable twosome of passionate red- warm and dynamic- and the unmistakable chrome stamp of SEAT. The evolution of the logo symbolizes the transformation of the company itself, a balance between its rational component and the most emotional part of the Spanish brand. Characterized by its symmetrical lines in permanent tension, the chrome symbol is sculpted with precision and is firmly rooted in modernity, all of which lies below a subtle line of industrial inspiration. Its unique design highlights the renewed commitment of SEAT to precision technology, excellence in engineering and innovation, while the colour red continues to evoke the brand’s Spanish soul.
The origins of the elegance and precision of the SEAT logo are to be found in a diagonal stroke reminiscent of Barcelona’s Avenida Diagonal. This line consolidates a creative vision, and is an essential component of SEAT’s genetic code. Vibrant touches of Spanish design give it life- warm highlights, deep shadows, dynamic perspectives and joyfulness link people to a new hybrid lifestyle (rational and emotional).
Design made by SEAT
In terms of identity and corporate design, the logo is one of the visual elements forming part of the company’s new vision. Although the brand’s main activity is car-making, design takes on special importance amongst the company’s values, and forms an intrinsic part of its genetic code. Design is SEAT’s DNA. To quote Alejandro Mesonero-Romanos, SEAT’s head of Design, SEAT’s new logo design reflects perfectly our love for detail and quality. While keeping the identity of our traditional «S», this time we have reduced the number of lines, they are now more 3D and the overall perimeter is now more square, more geometric. The whole gives our new logo a more modern, precise and sculpted look.
Along these same lines, the SEAT logo has been a joint effort in design, development and implementation between the SEAT Design Center (SDC) and the company’s department of Marketing-Communication, from the initial research and sketches to the 2D version of the new symbol. Additionally, the exterior design of the New Leon has had an impact on the creative development of the logo, particularly on the conceptualization of the flowing liquid-like surface, projecting quality and precision. The creative process began half-away through 2010 and has had a progressively executed timeline.
Welcome to ENJOYNEERING
ENJOYNEERING is the company’s vision. As initially announced first by SEAT President James Muir at the last annual Geneva Motorshow “ENJOYNEERING is the new slogan of the Spanish company, and represents the values and DNA of the brand- technological precision and quality engineering, coupled with an emotional Mediterranean design”.
For SEAT, ENJOYNEERING is much more than a change in its corporate identity. According to Christian Stein, SEAT’s head of marketing “ENJOYNEERING is present in everything we do at SEAT. From the instrument panel details of one of our cars to the on-line experiences of our customers. From technology to emotions there is just one step, and we at SEAT take that step every day”. The new slogan is a powerful tool for change for the whole company. Each reference unit establishes new models of emotion and challenges- from a car model or a sales point to a simple business card- SEAT is ready for evolution- are you?
2,400 brand professionals to hail the presentation of the new image of SEAT Tomorrow and on Saturday, September 28 and 29 next, the French capital will welcome the 2,400 brand distributors and importers who have come from more than 70 countries to a rendezvous in Paris for SEAT’s international convention.
At this unprecedented meeting in the company’s history (and exclusive to these professionals), the Spanish firm will unveil its new SEAT Leon to its world network (including prior presentations of the Leon family, the new SC and ST models) together with the new SEAT Toledo, in addition to culminate the development of its new identity and corporate design with the unveiling of the new logo. ENJOYNEERING will provide the new platform for outreach of the SEAT brand to the world.
60 years of genuine emotions and generation design
The company’s first model came into being on 13th November 1953 – the SEAT 1400 was an elegant, roomy car that was very popular in the upper-range segment. Since then, SEAT has created driving experiences which have managed to fire each generation’s emotions. The SEAT 600 enthusiastically spurred on the free-ranging spirit of the sixties; in the eighties the SEAT Ibiza was born, one of the company’s icons and the first 100% SEAT car; and the SEAT Toledo (1991) and the SEAT Leon (1998) made a strong showing in the frenetic nineties.
SEAT is the only company in its sector with the full-range capacity to design, develop, manufacture and market cars in Spain. A member of the Volkswagen Group, the multinational has its headquarters in Martorell (Barcelona), exporting approximately 80% of its vehicles to 75 countries. In 2011 SEAT had a total turnover of more than 5 billion euros, with overall deliveries amounting to 350,000 units.
SEAT Group employs more than 14,000 professionals at its three production centres in Barcelona -Zona Franca, El Prat de Llobregat and Martorell, where it manufactures the highly successful Ibiza and Leon, amongst other models. Additionally, the company produces the Alhambra in Palmela (Portugal), the Mii in Bratislava (Slovakia) and the new Toledo in Mladá Boleslav (Czech Republic) at Volkswagen Group plants.
The Spanish multinational also has a Technical Center, a ‘knowledge hub’, bringing together more than 900 engineers whose goal is to be the driving force behind innovation for the number one industrial investor in R&D in Spain. In line with its declared commitment to environmental protection, SEAT undertakes and bases its core activity on sustainability, namely reduction of CO2 emissions, energy efficiency, as well as recycling and re-use of resources.
More information:
Text and photograph by: SEAT.
