GAZ Group, a member of Basic Element, a most diversified Russian industrial group, introduces a new GAZ brand logo for Next flagship vehicles. The logo reflects modern developments and production technologies, thus continuing the legendary GAZ brand. Moreover, the company made a strategic decision to significantly change the GAZ brand strategy: the new GAZ brand will become a trademark not only for GAZ Plant vehicles but also for new buses made by other GAZ Group companies.
GAZ group introduced a new GAZ brand logo for light and medium commercial vehicles of the Next family. The new GAZ brand visualization reflects the modern corporate strategy aimed at model range development, application of modern world-best automobile technologies, maintenance of leadership on the Russian market and export development.
The graphic design became more laconic and progressive. Strict lines and exact proportions of the logo can be compared with the design of the new vehicles developed and produced by the company. Now that some graphic elements – battlements, GAZ abbreviation and a horizontal stripe that used to divide the logo in two parts – are removed the historic mascot of the GAZ brand – the running deer – comes into front. The deer has been a part of the logo since 1949, now it is a 3D figure with more dynamic and sharp outline, and a chromate figure on the black background makes the logo more vivid and expressive. The updated logo combines careful keeping of the brand traditions and modern vehicle design trends of international brands.
Moreover, the company made a strategic decision to use GAZ brand for buses made by other GG companies: The Running Deer will become the a part of the logo of the new buses made by Pavlovo, Likino and Kurgan Plants. GAZ Group changed its brand strategy to enforce synergy of different product types. Nowadays, GAZ Group carries out engineering of new products based on the module principle to communize as many systems and units for all vehicle types as possible. One of the brightest synergy examples is the latest development – Vector Next bus on GAZon Next chassis. Introduction of a single brand for new buses is only logical after vehicle communization. GAZ brand that united a bus range is 100 % recognized in Russia and acknowledged abroad as a logo of the entire company. The brand has become more valuable after a large-scale company and model range modernization that has been carried out for the last few years.
This year, new GAZ Plant vehicles will be launched under the GAZ logo, including low-floor city and tourist Likino buses and all Vector series Pavlovo buses. In the future, the GAZ brand shall be come the trademark of new Kurgan vehicles to be produced upon certification. PAZ, LiAZ and KAVZ brands will be used for the existing model range till they are replaced by new models on the market.
Alongside with the trademark, the company has upgraded the corporate logo of GAZ Plant that will be integrated into all the communications with customers, partners and employees to set up a single visualization of the brand value. The corporate logo shows the Running Deer – just like the 3D figure of the new GAZ brand logo. GAZ, the brand name, is written is a specially designed modern font that maintains the original well-recognized style of the historic GAZ Plant logo.
Vadim Sorokin, GAZ Group Persident:
– GAZ is a legendary trademark that unites strong traditions and high development potential. Now that we have developed a new model range and compete with global OEM’s on equal terms, the brand shall reflect such changes and communicate the common values to the customer. We are sure that the new logo and bus range production under the GAZ brand will contribute into successful promotion of new models in Russia and abroad.
