VAG Rounded

VAG Rundschrift or VAG Rounded (Rundschrift is German for 'round writing') is a geometric sans-serif typeface that was designed as a corporate typographic voice for the Volkswagen AG motor manufacturer.

It features rounded termini on all strokes. Volkswagen ended its use of the VAG Rounded family in the early 1990s, and it is widely available today and is licensed through Adobe Systems.

History

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.