In the age of electricity, illuminated logos stand as true brand ambassadors, revolutionising our relationship with automobiles. They are not just a simple fancy, but a powerful and instant message that captures the eye, like a beacon in the night. This trend, initially reserved for electric brands, is gaining ground, transforming the road into a luminous stage where each vehicle plays its own visual symphony.
From regulations to screens
There was a time when light on car logos was as rare as a cat in an aquarium. Indeed, European regulations prohibit direct lighting of emblems, deemed potentially misleading for other road users. Imagine a highway where every logo shines like a neon in Las Vegas; it’s beautiful, but not very safe.
The situation changed with the update of the UN/ECE R48, R148 and R149 regulations, which came into effect in 2019. Now, a logo can be illuminated statically, as long as it remains identifiable, non-flashing, and non-dazzling. Like a soft light in a dark room, it must remain pleasant to the eye. These logos can even light up at the back, but only in red, integrated into the position lights. Goodbye to dynamic special effects for now! However, some prototypes like the BMW i Vision Dee herald a promising future of communicative screens, where the logo could interact with its environment.
The new BMW iX3 with the double grille and other illuminated grille elements
Volkswagen, even the Golf 8 in some versions features the illuminated logo
Brands that truly shine
At the forefront, we find BMW, which offers illuminated logos on various X and iX models. In direct competition, Mercedes has introduced the illuminated star emblem on several AMG and EQ versions.
Others are joining the party: the Volkswagen group stands out with its ID.4 and ID.5 models, and even some versions of the Golf display a bright white logo. It’s as if each manufacturer is having fun illuminating their coats of arms to grab our attention. Meanwhile, Cupra Tavascan also adds LED triangles that further enhance the night spectacle.
Bold brands are coming from Asia. Chinese manufacturers are competing with captivating light displays. At Chinese auto shows, cars adorned with illuminated logos can be found, ranging from Mazda and Nissan to fully local products like BYD or Geely models. These brands do not hesitate to play with the symbolism of light, which holds strong cultural significance in the East.
Beyond dimensions: a matter of presence
Before illuminated logos became the norm, the trend was already marked by the increase in the emblems themselves. Cars like the Kia EV9 or the Hyundai Ioniq 6 have seen their logos grow as traditional grilles disappeared.
The Cupra Tavascan, a recent brand highlighted
Renault 4 E-Tech, the historic grille is now drawn with light
Photo By: Renault
Illuminating a logo gives it a presence, an instant relevance, and a scenic value. In the future, it would not be surprising to see dynamic logos or OLED screens capable of changing shape or colour according to the driver’s mood or the vehicle’s status. The logo will then become a true active light communicator, almost an actor in its own show.
As we enter this new era where light becomes synonymous with identity and emotion, expect to see more brands embracing this trend. The roads of tomorrow will be illuminated by our favourite emblems shining with a new brilliance, transforming our vision of the automobile.
