Just as we got used to the Bugatti that’s been here, everything changes again.
When Bugatti announced that it would be joining forces with Rimac at the end of last year, we knew that the future of Bugatti was going to be completely unexpected, and it would be just a matter of time until that future started coming about. After over 110 years in the automotive business, it’s clear to the Bugatti brand that it needs to adapt to the world that surrounds it, and it hasn’t only adapted, it’s stayed on top. The introduction of the Veyron in the 2000s revolutionized the automotive industry and spared a revitalized approach to performance, and the excellence of the Veyron, Chiron, and countless Bugattis before and after them is what inspires Bugatti’s new identity.
The phrase that entitles Bugatti’s new brand identity is “Create the Incomparable.” It comes from Ettore Bugatti’s motto, which states, “If comparable, it is no longer Bugatti.” The identity of the brand has been revisited from various facets, including the iconic Bugatti Blue color, typefaces, and brand activities that all come together to create a Bugatti that is not only bolder, edgier, and more modern, but also expands Bugatti far past only automotive efforts, as Bugatti says that the brand plans to become a wider-reaching luxury brand with a portfolio that goes outside the automotive industry while continuing to create masterful technology in the automotive world. When Bugatti said that it would be entering a new era, they truly meant it, with everything from stationery, to the Ettore magazine, to all sorts of digital content getting a fresh new look and feel. If this is how Bugatti treats the brand, we can’t wait to see the cars they have in store for this new era.