The original idea was conceived by Wolf Rogosky ( creative director) and Gerd Hiepler ( art director). After the company failed to find an existing rounded typeface at the time, the new typeface had to be developed. The new typeface would be neither sans-serif (like Futura) nor serif (like Times), and the idea for a rounded typeface was born. Volkswagen at the time had Futura as their typeface. Finding a distinct typeface was an integral part. GGK Düsseldorf was tasked with the branding concept. Eventually, Volkswagen intended to use this umbrella as the name of their holding company: General Motors in reverse. The new dealer organization, financial services, and all other non-car related activities were to come under one branded umbrella. They also envisioned selling a multitude of brands under giant dealer roofs. They envisioned buying several car companies to round out their offerings. In the following years, Volkswagen AG re-thought their future strategy. In the early 1970s, the dealer organizations of Volkswagen and Audi merged. 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 1964, Volkswagen AG bought Auto Union GmbH from Daimler Benz. ( January 2023) ( Learn how and when to remove this template message)
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