Bugatti Automobiles has been at the pinnacle of the automotive industry for over 110 years, creating some of the world’s most powerful and luxurious cars from its home in Molsheim, France. Every car crafted since the company was founded by Ettore Bugatti in 1909 is desired by collectors worldwide. More recently, Bugatti has continued to live up to the legacy of Ettore Bugatti and his son, Jean Bugatti, with models like the Veyron, Chiron and coach-built cars such as the Divo, Centodieci and one-off La Voiture Noire.

But as the world changes and industries shift, so does Bugatti. 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 design are a key part of this evolution.

The outcome is bolder, more self-confident, more modern, more progressive and thus fits much better to where Bugatti stands today and the direction Bugatti will develop to in the future.

Two things, though, remain constant throughout; everything Bugatti produces is a bespoke work of art, and every customer gets to experience something completely unique following Ettore Bugatti’s motto: “If comparable, it is no longer Bugatti”.

Bugatti’s new corporate identity is another step in unlocking its potential for growth as an avant-garde French brand that cultivates close customer relationships and redefines the hyper-luxury market. Bugatti’s new corporate design 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.

To create this corporate identity and design to move Bugatti into the newest chapter of its illustrious history, Bugatti has partnered with Interbrand, a world-leading branding consultancy that has a 45-year track record of forging new brand identities for some of the world’s most iconic names.

Creating the Incomparable