VAG Rounded

VAG Rounded

Category	sans-serif
Sample

VAG Rundschrift or VAG Rounded (Rundschrift is German for round writing) is a geometric sans-serif typeface designed in 1979 as a corporate typographic voice for the Volkswagen AG motor manufacturer. It features rounded termini on all strokes.

Volkswagen ended its use of the VAG Rundschrift family in the early 1990s, and it is widely available today and is licensed through Adobe Systems.

With many recent Web 2.0 startups, a clear trend in their new logos is the use of soft, rounded typefaces dominated by VAG Rounded, which is said to "lend a modern friendliness to what might otherwise be a cold trademark" ^[1] and, as of 2007, can be seen on T-Mobile USA literature. Apple Inc. has been utilizing the typeface on the keyboards of their line of notebook computers since 1999, with the release of the first-generation iBook, and on their desktop keyboards since August 2007. Australian retailer Big W has changed their logo (previously in Helvetica Neue) to light blue VAG Rounded.

The typeface was used for the Volkswagen and Audi Dealer Organization, and for all non-car related activities of Volkswagen, such as the V.A.G Bank and V.A.G Leasing. The typeface was conceived in a general overhaul of Volkswagen’s Corporate Identity.

In 1964, Volkswagen AG bought Auto Union GmbH from Daimler Benz. The main brand of Auto Union was Audi. In the early 1970’s, the dealer organizations of Volkswagen and Audi merged. In the following years, Volkswagen AG re-thought their future strategy. They envisioned buying several car companies to round out their offerings. They also envisioned selling a multitude of brands under giant dealer roofs. The new dealer organization, financial services, and all other non-car related activities were to come under one branded umbrella. Eventually, Volkswagen intended to use this umbrella as the name of their holding company. General Motors in reverse.

GGK Duesseldorf, at this time one of the hottest agencies in Europe, was tasked with the branding concept. Finding a distinct typeface was an integral part. Volkswagen at the time had Futura as their typeface. Audi at the time used Times. The new typeface shouldn’t be sans serif as the Futura, and it shouldn’t be serif as the Times. A rounded typeface did not exist at the time, it had to be developed. The original idea was conceived by Wolf Rogosky (Creative Director) and Gerd Hiepler (Art Director.) Over several years, the identity concept was refined by Bertel Schmitt (Creative Director) and Manfred Schwarzer ( Art Director.) The original typeface was rendered by hand. It was then perfected on a PDP-8 minicomputer.

1978, the whole Volkswagen and Audi Dealer Organization worldwide was re-branded as V.A.G using the distinct V.A.G Rounded (or V.A.G Rundschrift) as the font for all signage, and for all headlines in their advertising. The V.A.G logo did not use the font. Worldwide availability of the font was a problem. To solve the problem, V.A.G Rounded was put in the public domain. As Desktop Publishing emerged in the mid 1980’s, V.A.G Rounded was included in most free font packages and became widely used for that reason.

The meaning of V.A.G remains a mystery to this day. The meaning was never officially disclosed. Theories ranged from “Volkswagen AG” to “Volkswagen Audi Group.” At Volkswagen, a company started by Adolf Hitler, insiders quipped that V.A.G means “Von Adolf Gegründet” (founded by Adolf Hitler.)

1992, when most dealerships worldwide had finally changed to their new signage, the concept of V.A.G and with it the use of the font was quietly scrapped. With brands such as Audi, Bugatti, Bentley, Lamborghini, Seat, Skoda, Scania and MAN, Volkswagen AG had realized its vision of many brands. However, they decided to sell them in separate dealer networks and through rival marketing organizations. The vision of many brands under on huge roof was left to the auto malls that became common in the USA and later in Europe.

(Information needed: How did Adobe acquire VAG rounded?)

• GE Inspira

• "Typographic Abbreviations Series #2: VAG" from the MyFonts blog, 2006-11-17, retrieved 2007-05-25
• Linotype.com