The world of automotive brand styling is undergoing a transformative shift, driven by technological advancements, the demands of the alpha generation, and heightened awareness of ESG (Environmental, Social, and Governance) goals. No longer just a tool for identity and recall, brand styling has evolved into a sensorial experience—a holistic expression of a brand’s vision for the tech-enabled future.
Today, every design element, from logos to colours and textures, reflects a commitment to sustainability and purpose. Automotive brands are moving beyond aesthetics, embedding their ESG values into their styling choices to resonate with environmentally-conscious consumers and signify a greener, purpose-driven future. This evolution positions brand styling not just as a visual identity but as a statement of innovation, responsibility, and aspiration.
Sammy Chan, Manager Automotive Sales Forecasts at GlobalData, says, “We have seen some brands changing logos and designs in recent years, partly to support the shift to electrification and to a more tech-focussed reputation. The Audi one is one of the best examples of this, given the desire to show the Chinese market that Audi is still on the front foot with battery technology, and to specifically appeal to the tech-heavy preference in China.”
He further shares, “The Jaguar brand’s redesign in the past few weeks has also been in the news, with the British carmaker looking to engage with a new target audience. Jaguar redesigned its logo and badge as it looks to move from a premium vehicle segment towards an even more expensive luxury segment. As Jaguar are also shifting to sell electric cars only, its previous generation cars were relatively dated without the latest tech or connectivity. With the new vehicles due from 2026, we would expect to see the brand lean more towards a more tech-heavy focus to be competitive with rival luxury EVs and the new logo and branding is part of this transition.”
Explaining the transformation of automotive brand logos into a “sensorial factory of adaptation,” Harish Bijoor, Business & Brand-strategy specialist & Founder, Harish Bijoor Consults Inc, shares, “The world of tech is facilitating it—AI and AR are enablers. Brand logos are no longer just what you see with your eyes; they need to be much more than that. What you see can be 2D, 3D, or even 5D. The sensorial logo is deepening.”
He further elaborates that the automotive brands, especially in the EV category, are undergoing dramatic changes to cater to the alpha generation. “The alpha gen will become the single largest living generation by December 31, 2025, dictating a significant shift in branding and design initiatives across the auto industry. This transformation is already evident in the EV space and will soon extend to the ICE category.”
“The alpha generation is deeply committed to keeping the Earth clean and sustainable. Consequently, adapted logos need to reflect a brand’s commitment to ESG goals. They should convey purpose-led branding, aligning with environmental and sustainability objectives,” he explains. Bijoor highlights Mahindra’s BE 6 as a prime example of this trend, showcasing how automotive brands in India and globally are embracing purpose-driven redesigns to connect with the values of the alpha generation and a greener future.
“Branding will continue to evolve to become more applicable across digital applications, for example by using transparency in logo designs, compared to a an opaque ‘car badge’ version. BMW’s redesign in 2020 was an example,” points Chan.
Ajay Jain, Head of India Studio & Global Design Strategy, Tata Motors, shares, “Technological advancements are powerful enablers of design and innovation, with design serving as the art of translating complex technology into meaningful human experiences. At Tata Motors Design, we consistently leverage the latest technologies in our vehicles. This begins with identifying and curating the most relevant emerging technologies that resonate with our brand values, design ethos, and, most importantly, our customer expectations.”
Highlighting that the brand logo, though a small component, is a significant representation and embodiment of the brand’s design ethos, technological integration and identification, Jain adds, “Our T logo has evolved through time but still retains its innate essence of the corporate mark. The T Logo has evolved from a machined ingot back in the day to a sculpted three-dimensional medallion and now to a flat-screen logo which is visible in our current generation cars. Giving an interactive twist to the usage of the logo, some of our new cars also come with a phygital steering wheel that is accentuated with an illuminated logo when you turn on the car. This acts like a welcome feature, enhances the digital cum futuristic feel, upping the style quotient by multiple levels and giving the car a more upmarket feel.”
In a recent interview with ETAuto, Vivek Srivatsa, Chief Commercial Officer at Tata Passenger Electric Mobility Ltd., highlighted the evolution of EV design towards simpler aesthetics and lighter-coloured interiors powered by cutting edge technology. This shift not only mirrors changing customer preferences but also underscores the industry’s commitment to achieving a more sustainable tech-laden footprint.
Similarly, the Škoda Auto a.s. Elroq is another such example of being the first model to adopt the brand’s new modern solid design language wherein the badge logo is replaced by SKODA, a similar move to transform towards more functional and adaptable design led by technology. Its “Curiosity Fuel” initiative too is a step highlighting shift in brand styling towards more innovative and sustainable solutions.
