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{{More citations needed|date=January 2023}}{{Infobox font
| name = VAG Rounded
| style = [[
| image = VAG Rounded Sample.svg
| date = 1979
| creator = [[Gerry Barney]] et al.
| foundry =
}}
'''''VAG Rundschrift''''' or '''VAG Rounded''' (''Rundschrift'' is [[German language|German]] for 'round
==History==
{{Unreferenced section|date=January 2023}}
In 1964, [[Volkswagen AG]] bought [[Auto Union]] GmbH from [[Daimler Benz]]. The main active brand of Auto Union was [[DKW]], but it was soon dropped by Volkswagen and replaced by Auto Union's dormant [[Audi]] brand. In the early 1970s, 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.▼
In 1964, [[Volkswagen AG]] bought [[Auto Union]] GmbH from [[Daimler Benz]]. The main active brand of Auto Union was [[DKW]], but it was soon dropped by Volkswagen and replaced by Auto Union's dormant [[Audi]] brand. In the early 1970s, the dealer organizations of Volkswagen and Audi merged. In the following years, Volkswagen AG re-thought their future strategy. The Volkswagen brand was associated mainly with compact cars, but Audi would allow it to expand to larger and more upmarket models - although at this time Audi was still not regarded as a premium brand.
▲
GGK Düsseldorf was tasked with the branding concept. Finding a distinct typeface was an integral part. Volkswagen at the time had [[Futura (typeface)|Futura]] as their typeface. Audi at the time used [[Times Roman|Times]]. The new typeface should not be sans serif as the Futura, and it should not 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.▼
▲GGK Düsseldorf was tasked with the branding concept. Finding a distinct typeface was an integral part. Volkswagen at the time had [[Futura (typeface)|Futura]] as their typeface. Audi at the time used [[Times Roman|Times]]. The new typeface
[[File:vagtype.png|thumb|How VAG Rounded was born]]
In 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{{Citation needed|date=August 2013}}. As Desktop Publishing emerged in the mid
==VAG==
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[[File:vag.jpg|thumb|V.A.G Logo]]
By 1994, in line with Volkswagen's long
Yet, with Audi, [[Bugatti]], [[Bentley]], [[Lamborghini]], [[SEAT]], [[Škoda Auto|Škoda]], [[Scania (company)|Scania]] and [[MAN SE|MAN]], Volkswagen AG had realized its vision of many brands. The vision of many brands under one huge roof was left to the auto malls that became common in the
==Usage==
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
[[File:MacBook Pro Keyboard 9031.jpg|thumb|right|VAG Rounded on the keyboard of a 2008 Apple MacBook Pro]]With many
VAG Rounded is one of the fonts used in [[Rede Globo]] and is also used for the logo and many in store elements in the British toy retailer [[The Entertainer (retailer)|The Entertainer]].
Also, the typeface was used by [[Jollibee]] as a secondary text for its menu, and used a modified version of the font as the typeface of its famous logo, accompanied by the famous "Jollibee face" symbol, first used in 1997. The text and the symbol were again modified in 2011, as Jollibee unveiled a new logo that year.▼
▲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" <ref>The Fontfeed, March 7, 2006. [http://www.fontshop.com/fontfeed/archives/the-logos-of-web-20/ fontshop.com]</ref> and, {{As of|2007|lc=on}}, 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. [[Dick Smith (retailer)|Dick Smith]], as part of the [[Woolworths Limited]] Group, also use this font in most of their advertising. [[Bankwest]] also use this font for their "Happy Banking Initiative". As of Late 2006, [[Adecco]] also use the font in their publications and advertisements. It also used on early episodes of ''[[BrainPOP]]''.<ref>http://web.archive.org/web/20000823185749/http://www.brainpop.com/science/earth/platetectonics/flashmov/subjmov.swf</ref>
Since the 2010s, the bold variant of VAG Rounded became the regular font for letters and numbers on ''[[Sesame Street]]'', coincidentally replacing its precursor, Futura, which had been used on the show for decades prior. Much like with Futura, some of the letters were altered to be more distinguishable to children (ex. serifs on the "I" and a proper tail on the "j").
VAG Rounded was used by the [[West Midlands Passenger Transport Executive]] from 2005 on public transport infrastructure until it was replaced by a custom typeface (derived from VAG), [[Network (typeface)|Network.]]
▲Also, the typeface was used by Jollibee as a secondary text for its menu, and used a modified version of the font as the typeface of its famous logo, accompanied by the famous "Jollibee face" symbol, first used in 1997. The text and the symbol were again modified in 2011, as Jollibee unveiled a new logo that year.
As of version 13.0.1, VAG Rounded is also used by [[Twemoji]] in a variety of letter-based emojis, such as [[Regional indicator symbol]]s.
==References==
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[[Category:Geometric sans-serif typefaces]]
[[Category:Volkswagen Group]]
[[Category:
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