Eagle eyes... (Well, Griffin...)

It seems that Vauxhall are about to relaunch their brand identity. The traditional red badge that adorned their cars and vans since the '70s went disappeared a few years ago, with it's current incarnation arriving circa '93.

The new look Griffin will make its first appearance at the British International Motor Show in July. It will appear on the new Insignia and then appear on every "all-new" Vauxhall launched in the future.

Bill Parfitt, Vauxhall's Managing Director, said the new logo "...pays homage to our 100 year-plus manufacturing heritage in the UK, it also encapsulates Vauxhall's fresh design philosophy, first showcased in the current Astra, and set to continue with Insignia. This recent evolution of the brand has resulted in Vauxhall's incredible sales success over the last three years. Its retail share in the UK has increased significantly, while the manufacturing plants in Luton and Ellesmere Port produced in excess of 220,000 vehicles, with 59 per cent going for export, and the remainder making an important contribution to domestic sales."

So in comes a black and silver logo... However, a red version will apparently still be used on all other merchandise and communication. Talk about confused branding... Their key sales proposition – their products (the whole purpose of the company), will effectively not carry their primary branding. Is the badge to take second place to the car? Do people see the badge first and are then so put off that they don't look at the car? Perhaps if the badge doesn't stand out no-one will notice you've bought a Vauxhall. Such a shame that no-one read up on typography though, what is going on there? Are they trying to hide their name?