Škoda Auto, the Czech carmaker headquartered in Mladá Boleslav, has used the winged arrow as its core symbol since the 1920s. The circular trademark featuring a flying arrow with three feathers was first registered on 15 December 1923 at the patent office in Pilsen, not by the car manufacturer but by Škoda Works, the Plzeň-based engineering firm. The mark began appearing on cars from Mladá Boleslav in 1925, after the Laurin & Klement car factory was integrated into the Škoda engineering concern. In August 2022, Škoda Auto introduced its most radical corporate identity change in 30 years, making the wordmark the primary communication tool while retaining a simplified, flat version of the winged arrow. [1] [2]
Design and History
The winged arrow originated from a competition announced by Škoda Works’ Technical Director, Dr Ing Vladislav Sýkora. The idea is attributed to Tomáš Maglič, the company’s commercial director at the time, who was reportedly inspired by a relief on his office wall depicting a Native American man with a distinctive headdress. The final form is credited to a professional designer, though historical sources suggest renowned Czech sculptors Otakar Španiel or Otto Gutfreund may have contributed, with their involvement remaining unverified. Two versions were registered in 1923: one with five feathers and one with three. The cleaner three-feather design became the preferred choice. [1]
The logo’s original form had a metallic base using silver and blue. In the 1950s and 1960s, the logo also appeared in red, frequently paired with the Škoda wordmark. When the car company became part of the Volkswagen Group in the early 1990s, the graphic concept changed. The original blue and white was used for printed materials until the turn of 1992 and 1993, and as an emblem on cars until 1995. In December 1992, the trademark was modified: blue was replaced by green, and the Škoda name appeared in the circle rim with a new typeface. The emblem on cars also included a laurel wreath, invoking the company’s sporting tradition. [2]
At the 2011 Geneva Motor Show, Škoda presented an updated logo to accompany its new design language. The green shade of the winged arrow was changed to a lighter one called Škoda Green, flanked by a finer chrome circle, and a 3D element enhanced the logo’s plasticity. Since 2012, the new logo appeared on wheels, radiator grilles and steering wheels. In 2018, the distinctive Škoda lettering also began to be used on the rear of cars. [2]
In the summer of 2022, the lettering became the main communication tool. The wordmark was given a new look with an integrated “hook” accent over the letter S, along with a more symmetrical combination of curves and edges. The winged arrow symbol was simplified and rendered flat, without plastic 3D graphics, to improve effectiveness on mobile devices and allow flexible integration into various digital formats. The new identity also introduced two new shades of green, emerald and electric green. The redesign was developed by the Berlin-based agency Strichpunkt, which Škoda selected as its branding agency in summer 2021 after a Europe-wide selection process. [2] [3] [4]
Meaning and Symbolism
According to Škoda’s official account, the logo embodies the brand’s commitment to high technical and aesthetic standards and precise manufacturing, while symbolising the dynamism of forward motion. Each element reinforces this message: the large circle represents the global reach and impeccable nature of Škoda’s production; the wing denotes technological advancement, the range of production and global distribution; the forward-pointing arrow signifies progressive manufacturing processes and efficiency; and the smaller circle, reminiscent of an eye, symbolises the precision of Škoda’s engineering, expertise and foresight. [1]
The green colour in the logo became more accentuated with the increased emphasis on the environment in the 1990s. In surveys conducted for the 2022 redesign, many respondents associated the new emerald and electric green shades with ecology, sustainability and electromobility. [2] [5]
Typography and Design
The 2022 wordmark uses entirely different typography based on symmetry and a combination of round shapes with borders. The most challenging element was integrating the caron (háček) above the S, which represents an important part of Škoda’s Czech heritage. The accent is now integrated into the first letter rather than standing above it, blending with the symmetry of the logo. Research found that the typographic wordmark is easier to recognise and identify. [3] [2]
The 2022 redesign involved a small team working for over a year, starting with 165 proposals from which a shortlist of three gradually took shape. Škoda tested these versions with over 2,200 respondents from the Czech Republic, Germany, Italy, Norway, India and Israel. Based on their feedback, the unveiled logo design was selected. [6]
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