Bugatti Rebrand 2022

Bugatti is the Molsheim hypercar maker whose claim, since Ettore's day, has been that it cannot be compared to anything. With its portfolio widening into lifestyle and new technology and an identity that dated from the Veyron era, it faced the puzzle of how to evolve a brand built on being incomparable. Interbrand's 2022 identity moves Bugatti from hypercar maker to avant-garde French luxury brand, starting from a written brand feel and keeping the Macaron on the cars.