‘Create the incomparable’: Three words form the foundation of Bugatti’s new corporate identity and corporate design, perfectly encapsulating its raison d’être.

The brand from Molsheim is evolving to go beyond being an exclusive hyper sports car manufacturer to become a wider-reaching luxury brand. To accomplish this, Bugatti is expanding its portfolio outside the automotive territory as well as mastering new technologies within automotive. Bugatti’s new corporate identity and corporate design are a key part of this evolution.

The identity is steeped in the brand’s rich heritage, such as the new vibrant Bugatti Blue which references its French origins, or the iconic ‘EB’ logo created out of Ettore Bugatti’s initials.

Another integral part of the identity system are the exclusively developed custom typefaces. The Bugatti Display as well as the Bugatti Text take inspiration from the typographic expression of early nineteenth century Paris – narrow widths, rhythmic, expressive. The Bugatti Monospace complements the “French Heritage” with a technical component, representing the engineering and craft embedded in the brand.

The outcome of the work is an identity that is bolder, more self-confident, more modern, more progressive. Two things, though, remain constant throughout; everything Bugatti produces is a bespoke work of art, following Ettore Bugatti’s motto: “If comparable, it is no longer Bugatti”.

Hendrik Malinowski, Managing Director for Sales and Marketing at Bugatti Automobiles, summarizes: ““Technologically we are on the right path to move the brand forward: with bold moves that will keep us ahead of the game. With the new CI/CD we will make the brand appearance live up to this technological incomparability with iconic touchpoints and activations.”