'Create the Incomparable' is Bugatti's bold new corporate identity and corporate design. It believes that these three words perfectly encapsulate the brand's core philosophy as it aims to become a wider reaching hyper luxury brand.
Hendrik Malinowski, the brand's Managing Director for Sales and Marketing, states that the team at Bugatti analysed where their origins came from, with historical connections to the re-installing of the Bugatti brand and the industry-changing Veyron's introduction back in the 2000s.
The Chiron, Bugatti's second greatest hit of the 21st century proved to be another groundbreaking car just like the Veyron They then evaluated how the Chiron changed Bugatti's positioning and brand appeal along with how the world surrounding Bugatti changed in the last ten years.
This study of the brand's past resulted in a corporate design which is bolder and yet more relevant to where Bugatti stands today, and the direction they will be heading to in future.
'Create the Incomparable' is also a great throwback to a famous quote from the brand's founding father, Ettore Bugatti, who once said, "If comparable, it is no longer Bugatti". This quote still stands true to this day, with the manufacturer producing bespoke pieces of work and art in every car.
Hendrik Malinowski, the brand's Managing Director for Sales and Marketing, states that the team at Bugatti analysed where their origins came from, with historical connections to the re-installing of the Bugatti brand and the industry-changing Veyron's introduction back in the 2000s.
This study of the brand's past resulted in a corporate design which is bolder and yet more relevant to where Bugatti stands today, and the direction they will be heading to in future.
'Create the Incomparable' is also a great throwback to a famous quote from the brand's founding father, Ettore Bugatti, who once said, "If comparable, it is no longer Bugatti". This quote still stands true to this day, with the manufacturer producing bespoke pieces of work and art in every car.
